Thu Thập Thông Tin Mua Hàng Của Khách Hàng

8/9/2019 Thu Thp Thng Tin Mua Hng Ca Khch Hng

1/97

Thu thap thOng tinve qua trinh va xu hUongmua hang cua khach hangQuan tri Marketinv

trong cac Doanh nghi,p ~ u a va Nho. - . . . . . . . . - - - ~

HA XUAT BAN TR


2/97

Quim tri Marketing trong cacDoanh n g h i ~ p Vila va Nho

Thu t h ~ p thong tin vequa trinh va xu hU'dngmua hang ella khaeh hang

TAl BAN LAN THLr I


3/97

Q OPENLEARN.'NGAGENCYC a ~ a d J ' $ Lifelong t.e'W"Hng Provider

Onrong trlnh Phat t r i ~ n Dl! an Me K ~ n g tili trq

V i ~ n D ~ i h9C Ma OLA (Canada) biens o ~

Cuon sikh nay do Chmmg trlnh Philt tri{;n Dl,l an Me Konggiu han quyiln 2001

Khong duqc sao chep hoi).c sua d6i neu khOng duqc phep Mng viin bim cllaChuong trinh PMt t r i ~ n Dl! an Me K ~ n g ,

LUUY

Cuon sach nay duqc xlly dlJIlg tren ca sa tai liu giang d ~ y tren lOp do V i ~ n Quan triKinh doanh - Dl,li h9C Kinh te Quoc dan, Hi! N(ii pMt trien v6i 51! tai trq clla Chuangtrinh Phat trin Dl,l an Me Kong, NhOm bien s o ~ n tiii liu do Thl,lc si Nguyen QuynhChi chju tfiich nhim chinh. Cuan sach nay khOng duqc sao chp hoi).c sua d6i khi chuaduqc phep bAng van ban cua Chuong mnh Phat trien DI! an Me Kong,


4/97

Chuang tdnh Phat t r i ~ n DI! an Me Kong (MPDF) duqc thrum l ~ p nam 1997 n h ~ m h6 trQ sl! hlnh thanh va phat t r i ~ n cua cae doanh n g h i ~ p tu nhan vila va nhc, b V i ~ t Nam, Lao va Ciimpuchia. MPDF hi} trQ ky thu(lt cho cac doanh n g h i ~ p trung quatrinh chuan bj cae dl! an dliu tu vm qui mo tir 250.000 den 10 t r i ~ u dola My.MPDF eiing tai trQ v i ~ e dao t ~ o cae nhi! quAIl ly doanh nghi?p vila va nhO, caengan hang cap tin d\mg cho cae doanh n g h i ~ p vila va nhc" cling nhu cac t6 ehuecung cap djeh VV h6 irq eho doanh n g h i ~ p . MPDF dUQe d i ~ u hrum bbi COng ty Hishinh Qu6e te (IFC) va dUQe tiii trQ bbi Ngan hang Phat trifn Chau A (ADB),Oxtrnylia, Canada, Phlin Lan, COng ty Tru chinh Qu6c te (IFC), N h ~ t Ban. Na Uy,Th\lY Difn, Th\lY Si va Vuang qu6e Anh. Neu clin biet them thong tin, xin lienvm bat ky van phong nao eua MPDF t ~ i Ha Ni, Thanh pM H6 Chi Minh, PhnomPenh, h ~ c Vieng Chan theo dja chi sau:Ha Nt)i, V i ~ t Nam (Trl! so chinh)63 Ph6 Ly Thai T6, Tling 7Din tho'!i: (84-4) 824 7892Fax: (84-4) 8247898Thanh ph6 H6 Chi Minh, V i ~ t NamSomerset Chancellor CourtPhOng 3B, Uu 321-23 Nguyen Thj Minh Khai, Q u ~ 1D i ~ n t h o ~ i : (84-8) 823 5266Fax: (84-8) 823 5271Phnom Penh, Campuchia175 Norodom BoulevardSangkat Boeung Keng Kang 1D i ~ n t h o ~ i : (855-23) 21 9365Fax: (855-23) 219361Vieng Chan, LaoNehru Road, Pathou XayPOBox 9690D i ~ n t h o ~ i : (856-21) 45 0017Fax: (856-21) 45 0020

VI! Doanh n g h i ~ p Vita va NhO, Ngan hilng The giro2121 Pennylvania Avenue, NWWashington, DC 20433, USAD i ~ n t h o ~ i : 202-473-6683Fax: 202-522-3742


5/97

Gidi thieuChlldng trinh Dao t ~ o Quan Iydanh cho cac Doanh n g h i ~ p VCJa va Nho

Tang quanChuang trinh Dao t{lo Qudn If diinh cho cac Doanh nghip Vua va Nh6 dm;rcbien soq.n cho cac nha quan ly vachu doanh n g h i ~ p vita va nhc.. La nguOi cM ho*cnguOi qwin ly doanh n g h i ~ nhc., bq.n quan tilm den nhieu khfa cq.nh ciia v i ~ c dieuhanh mi)t doanh nghiC;p. Chuong tnnh nay se cung cifp cho bq.n mi)t hi? tai I i ~ u hu6ng dan ve marketing trong quan Iy doanh nghiC;p. Bi) tai l i ~ u nay de c ~ p dncac chu de sau: Xac djnh cae khai nim marketing TIm t h ~ p thOng tin ve khach hang. Phat t r i ~ n cac thOng tin qua tnnh va xu hu6ng mua hang ella khachhang Xac djnh va h,ra chQn thi truang m\!c tieu phil hgp. K hoq.ch hoa va phat t r i ~ n san phfun. Phat t r i ~ n marketing cM trQng moi quan va dich Vl} khach hang. Phat t r i ~ n chin luqc quang cao cho doanh n g h i ~ p Dinh gia va chin luqc ve gia.Hi? tai l i ~ u vo! marketing Clla Chuang trinh Dao t{lo Qudn If danh cho uk Doanhnghip Vua va Nh6 duqc bien soq.n nhfun giup cac chu doanh n g h i ~ p va nha quanIy doanh nghip ni'im vih1g mt ca cae bUac trong qua trlnh marketing. M6i euansach nghien CUll mi)t khia cq.nh C\! tM cua hoq.t di)ng marketing. Qua tUng cuansaeh ve Marketing, b ~ n se hQC duqc each I ~ p k hoq.ch marketing va Ung d\!ng kh o ~ c h d6 v a ~ thl!c te! doanh n g h i ~ p minh. cac euan sach ve marketing bao g6mnhfing nc)i dung chfnh nhu sau: GUli thlch sl! khae nhau giiia nhu cau lJ! nhien, nhu cau C\! t h ~ va nhu cllu

c6 khii nang thanh tmin eua khach hang. Philn b i ~ t duqc sl! khac nhau gifra d ~ c diem va lqi ich clla san phfun rnanguOi ban hang ban eho khaeh hang.


6/97

Xily d\ffig ke h o ~ c h marketing sao cho phU hW vffi ke h o ~ c h kinh doanht6ng tM cua doanh n g h i ~ p . M6 tii cac buac l ~ p ke h o ~ c h marketing. Xac d!nh tMng tin va thu t h ~ p cac th6ng tin ciln thil!"t cho v i ~ c fa cac quyl!"tdinh ve chil!"n luqc marketing. Xac dinh va thu t h ~ p th6ng tin ve kMch hang va tir kMch hang. Philn tfeh va philn d ~ n thi tmang trong kinh doanh. Ll,la ch(:m cac thi tmang ml,lc tieu phU hW cho doanh n g h i ~ p . xac dinh dij.c tinh cua thi tmang ml,lc tieu h i ~ n va tuang lai. Philn tich cac chien luge gia khae nhau tri!n gOc do) dinh vi san philm vadich VI,l. Xac dinh chil!"n lugc gia cho timg thi tmang ml,lc tieu h i ~ n t ~ i va tuang lai. PMt trien cae chil!"n luqc khuch wang va quang cao san philm.

PhU'dng phap nghien c(ru cuon sachCu6n SIkh nay duqc bien s o ~ n vffi ml,lc tieu de co tM Wnghien coo, Mij.c dilcac cu6n sach duqc bien hoan chinh, nhung nl!"u duqc huang dAn, tu vMva trao d6i th6ng tin phin hili thi h i ~ u qua hQC se cao han. M6i cu6n sach g6m co: Kien thuc ca ban: g6m nhiing th6ng tin chi til!"t, nhiing lai giai thlch vacac vi dl,l minh hQa cho d.c kMi n i ~ m quan tfQng. Bili tl! k i ~ m tra: giup k h ~ n g dinh kha nang tiep thu nhiing kien

thuc co ban dii dugc hQC. Bai thl!c hanh: M b ~ n khling dinh kha nang ap dl,lng nhiing kien thucdii hQc vao thl,lc tien. Bili t ~ p tinh hu6ng: cho phep b,m ket hW m(\t s6 khai n i ~ m va ll"ng dl,lngchUng vao cac tinh hu6ng thl,lc tien tl).i cac doanh n g h i ~ p vila va nhO. K b o ~ c b Ung d ~ n g : cho phep timg buac lip d1)llg kien thuc dii hQCvlio thgc tien c6ng v i ~ c t ~ i doanh n g h i ~ p .

ii


7/97

H9C CJ dauco the d9C s,kh abilt Cll neri dau. Song de d\it h i ~ u suilt cao nhllt, bl,ln n ~ n

tTanh nhUng neri 6n ao va co vo tuyn.H9C luc naoDieu nay hoim toim phI! thu.:;.c vao b\in. Co the chi mllt 8 tieng dOng h6 Ia dah9C xong m':;'! cu6n sach, nhung neu dn nhieu thm gian hon thI ciing khongn ~ n 10 Iilngvl v6i mbi mon h9C khac nhau, m9i ngum deu h9C vOi t6c d':;' khacnhau. T6t nha't Ia n ~ n di!-I ke hO\ich tnr6c va danh m':;'t khoang thm gian nao dotTong nhUng ngay nMt djnh de holm thanh m':;'l cu6n sikh thl se h i ~ u qua hon.H9C nhltthe naoKhong nen qua non nong, hay b6 tTf rn':;'t thm gian bieu di),n, vi dl! nhu rnbi Ianchi h9C rn':;'t tieng. Hc di),n se co ket qua t6t hait nhieu Ia thinh thoang h9CdOn trang rn':;'l thm gian dai.Hay chuyen tam van nhUng dieu dang hqc, dqc, ghi chep, hoan t h i ~ n phAn bait ~ p tl! kiem tTa, bai t ~ p thl!c himh, va bai t ~ p tlnh hu6ng. co the thao I u ~ n vecac y tuang va kinh n g h i ~ r n thl!C t v6i nhUng ngum khac, Vl nhu v ~ y se giupnang eao sl! hieu biet va khilc sau nhUng gl mlnh da hc.Sau khi da hol'm thimh cae phAn bru tii-P tTOng cu6n sach, se hflt tay vao phAnling dl!ng chUng tTOng v i ~ c xay dl!flg k hO\ich ling dl!ng. Hay trao d6i vOi cacdOng n g h i ~ p tTong doanh n g h i ~ p cua ban de xay dl!flg k hO


8/97

Tac gia. 010 den thang 9 nam 2001, ChllClllg trinh Phat trien D1! an KOng(MPDF) se chuyc!n cae cliu hbi cua b!lll co lien quan den ni dung eu6n sachtill tac gia. De nghj gill fax, thll h ~ c thll d i ~ n tif till MPDF (xem dja chi eftaMPDF trong phlln Phieu Danh gillacu6i cu6n sach).


9/97

Muc luc GiOi t h i ~ u Chu(JIlg trinh Dao t ~ o Quan 15' danh cho caeDoanh n g h i ~ p Vira va Nho ..................................................................iT ' .6ng quan ...............................................................................................1Ph h ' h" , ," h ..utJIlg p ap ng len CUll cuon sac ................................................. II

H 'd ...qc d au ...................................................................................... 111H } ' , ...qc uc nao ................................................................................... 111H h th " ...qc n u nao ........................................................................... 111C ' th;J , " d - ' d ...o e tIm sJ! glup a a au .......................................................... 111

T6ng qUaIl v Cu6n sach ....................................................................... 1MI;IC tieu ................................................................................................ 2Thu t h ~ p diI kin khiich har.g ............................................................ 300 kin thu cap ..................................................................................... 3D ~ n g dfr kin thu cap ............................................................................ 6

Dfr kin tic ben ngoai ...................................................................... 6Dfr kin tic ben trong ....................................................................... 6

Dfr kin sa cap ....................................................................................... 7Q ' t ' h h' , u " t " d ' 13a riD mna ang coa ng m leu ung .......................................N h ~ bit Vlln de .................................................................................. 14TIm kim thong tin .............................................................................. 14Can nhiic cac phucrng an mua ............................................................. 15Quyt djnh mua ................................................................................... 15Danh gia sau khi mua ......................................................................... 15Khuyn khfch vic mua hang cua khach ............................................. 16


10/97

Qua trlnh mua hang ella kbaeh hang la eae t6 ehile ............ 19Nhl).n bitSt vlln de ........................ , ..................................................... , . 19M6 til nhu diu chung ...........................................................................20Di;ic diem ky t h u ~ t cua san phAm ........................................................ 20Tim ngum cung ling ............................................................................20De ngh! gui h6 S( 1 chao hang ......................................................... " ...20Llfa chQn ngum cung Crng .................................................................... 21Quy d!nh giao hang .............................................................................21Danh gia h o ~ t dng .............................................................................21Dl! bao nhu cau va xu huoog ella nguM mua hang ............... 23Khach hang n6i gl. ............................................................................... 23Khach hang lam gl. .............................................................................. 24Khach hang dii lam gi. .........................................................................24T6ng ket Cuon sach ........................................................................... 35Ke h o ~ c h Uog d ~ n g ....................................................................... 37K h o ~ c h Thg dt!ng ia gl? ................................................................... 37Lam th nao M hoan thanh mt KtS h o ~ c h Thg d\lng ? ...................... 37Lam gl. vrn K h o ~ c h Thg d\lng? ......................................................... 38Buac titSp thea ...................................................................................... 38Pb\l '\Ie A - Oap an ............................., .............................................45Phl;llyc B - Chu giai Thu$.t ngu ....................................................... 59PhI} JI}C C - Thong tin b6 sung ......................................................... 83


11/97

T6ng quan va Cuon sachCu6n sach nay giup mqt phiin quan tfQng M xay dl!l1g mqt chuang tnnh marketingh i ~ u qua huang vao mqt thi troang m ~ c tieu nao do. MQi cOng ty deu phai thu t h ~ p thOng tin ve cac kMch hang m ~ c tieu cua minh, phan tfeh cac thOng tin do xemnguOi tieu dung ra quye't djnh mna hang nhu the' nao. K.! ho'.'ch marketing phaican cu vao ke't qua phan tfch nay.Cu6n sach nay xac djnh hai lo..,i thOng tin chfnh rna b'.'n co t h ~ thu t h ~ p ve thjWang m ~ c tieu, va danh gia un, nhuqc diem cua cac cOng thu t h ~ p tMng tinkhac nhau.M ~ c dfeh chlnh cua cu6n sach nay 11'1 neu cach thuc thu t h ~ p va su d\lng thOng tin

tim hie!u xem khach hang quyt dinh mua san phAm ciia b'.'n nhu tM nao, valam the nao de! co t h ~ cai t h i ~ n duqc cac ho'.'t dqng marketing cua minh. B'.'il siS: Nghien cUn ngu6n du k i ~ n so cap, thu cap va phan tfeh mqt s6 cOng thuth!).p du k i ~ n thuang dung. Xac djnh thong tin h i ~ n co ve khach hiing. Nghien cUn cach thuc fa quye't djnh mua hang cua nguOi tieu dung va str d\lngmO hinh nay xac djnh cac ho'.'t dong khueeh troang co h i ~ u qua nhllt cho

ti'm.g giai do'.'il. Nghien cUn mo hinh qua mnh mua hang tam giai do'.'il cua nguai mua hang 11'1cac t6 chuc Nghien cUn cach thuc theo doi xu huangmm trong mua hang cua khach hang.

-Cu6n sach nay la nen tang rat quan trQng cHo nhieu ho'.'t dqng marketing khac cuacac doanh n g h i ~ p nhO nhu I ~ p k ho'.'ch va pMt trien san pham, djnh gia va chienluqc djnh gia, quan 1:5' cac m6i quan h ~ , khueeh wang san phAm va quang cao.

TllU thgp thong tin v i qua trinh va xu In.timg mua hang cua khach hiing


12/97

MI}C tii!UN g h i ~ n cm. xong cuon sach nay, b ~ n se co khil. nang tot hon trong v i ~ c : 1. Xac djnh hai ngu6n dfr k i ~ n ve khach hang.2. Me. ta duqc hai d ~ n g dit k i ~ n th.ft cap rna cac ce.ng ty co duqc3. Me. ta duqc hai d ~ g dfr k i ~ n so cap chfnh rna ce.ng ty co duqc.4. N ~ u duqc tr u va nhuqc diem clla bon phuong pbap thu t h ~ p dit k i ~ n kbac nhau.5. N ~ u duqc it nhat nam ngu6n thOng tin ve kbach hang.6. Me. ta duqc nam bu6c trong qua trlnh mua hang clla ngum t i ~ u dung va xacdjnh cac h o ~ t dQng khuch truong h i ~ u qua nhat ling vui tUng bu6c.7. Me. ta duqc tam giai d o ~ n trong qua trlnh mua hang clla ngum mua hang la caet6 chuc8. Xac dinh hai phuong pbap chinh de thea doi xu huang mm tTOng mua hangclla khach hang.

2 Thu thrJp thong tin v! qua trinh va xu huimg mua hang coo kMch hang


13/97

Thu t h ~ p dCr k i ~ n va khach hangM9i cong ty deu dn thOng tin ve khach h1mg de biet xem h9 la ai, can thoa mannhii'ng nhu cllu gl, va mua hang nhu the nao. Nhieu cong ty co quy mo nho nennguoi chi! doanh n g h i ~ p - n h a qUlll1 Iy biet ve khach hang cua h9 ngay, va co duqcrat nhi6u thong tin nho tiep xuc, quan sat, hoi han khach hang. Dieu nay rat quantr9ng, nhung cling ciln phai co thong tin hoan chinh hon, d;:tc b i ~ t khi thi truimgdmg 1m nen qmh tranh khoc l i ~ t va thay d6i nhanh chong. M9i cong Iy deu ratcan mt thong thong tin marketing.cac doanh n g h i ~ p co t h ~ su d ~ n g hai ngu6n thOng tin nhu neu trang Hlnh I. Phllnnay cua cuon sach se mo tll va phan tfeh hai ngu6n thOng tin nay.

Sa capQuan sat

f ) i ~ n t h o ~ i

Thucapr-B-e--n-tro-n-g----'II Ben ngoai

Hlnh 1: Ngu6n thong tin ella doanh n g h i ~ p .

Oft k i ~ n thu- CapN h i ~ u thong tin duqc thu t h ~ p M p h ~ c mt m ~ c dich nhung d6ng thai I,!i cot h ~ su d ~ n g cho cac m ~ c dich khac. Lo,!i thong tin nay duqc gqi la dfi' k i ~ n th(rcap. Tuy diI k i ~ n tM cap duqc thu t h ~ p cho mt m ~ c dfeh nao do, nhung thuimgcling la thong tin b6 feh ve van de hay tlnh hu6ng rna b:,m dang nghien cw. Chi'mg

Thu thijp thong tin ve' qua trinh va xu huang mua hanK ella khiJch hang 3


14/97

h ~ , mt nha may kt;O co tM sir dl,lng cac tMng tin d i ~ u tra dan s6 clla thanh phONam Djnh de uac IU


15/97

BAI T TV KIEM TRA 1I. NhUng cAu nao rno tit dung nhat vt dfi k i ~ n thu cap?

o Dfi k i ~ n thu cap co duqc tu dfi k i ~ n S/J cap.o Dil" k i ~ n thu cap co vai !To thu yu !Tong v i ~ c thu thi).p thong tin.o Oil" k i ~ n thii cap 1a thong tin san co bOi no da duqc thu thi).p cho

rnQt ml,1c dfch kMc.2. DAu \a nhUng uu diirn ella dfr k i ~ n thu cap?

o C6 the khong ci).p n h ~ t o KhOng t6n kern.o KhO xac djnh duqc dQ chinh xac.o Co the tim duqc ngay.o Dacosan.

ThOng thuOng cae c6ng ty hay bat dau tim kiem thOng tintil nguiln dii' kin thu cap.

Thu thqp thOng tin v'; qua trinh wi xu h"&rIgmua hiing cUa khach hiing 5


16/97

DCling dit k i ~ n thO capOil k i ~ n thu cap co the co ngu6n g6c tiI ben ngoai c6ng ty hay tiI h6 soluu trfr cuac6ng ty. Ca hai dl;lllg deu co fch.Dil k i ~ n tu ben ngoiliDii k i ~ n tiI ben ngoai g6m cac tai li}u dii xuat ban hay dil k i ~ n !huang m ~ i . Tail i ~ u dii xuat ban co the tim a cac thu v i ~ n c6ng cqng, thu v i ~ n cac trUang di.\i h9Cva cao dAng, cac thu v i ~ n tu nhan hay ban tu nhAn, ching h ~ n nhu cua cac co quanLi(\n Hqp Qu6c, cac liinh SI! nuac ngoai, va cac t6 chuc Ian - ne"u chju khO tim hOi!hI se co - va ell tren Internet. cac co quan nha nuac cling cung cap m9t nguOn dilk i ~ n thu cap quan tf(?ng (chftng hl;lll tMng tin dieu tra va !h6ng tin thuang m ~ i , d6ikhi la s6 I i ~ u th6ng ke thea nganh).Ngu6n dil k i ~ n thuang m ~ i cling thuang de kiem. cac toa s o ~ n bao, li.IP chi, daipMt thanh va truyen hlnh !huang cung cap tMng tin ve d6c gia hay khan thfnh giacua mlnh cho cac doanh n g h i ~ p mu6n sir dl!ng djch Vi! qllang cao cua hQ.Dil k i ~ n tu ben trongOil ki}n tit ben trong la !hOng tin CO duqc tiI h6 sa luu tro cua cOng ty. Ngu6n!hong tin nay co gia trl cao, san co va !huang hay bi bO quen. Ngll6n dil ki}n bentrong g6m: Cac bao cao tai chinh cua cling ty. S 6 1 i ~ 1 l ve ban hang. Nhilng s 6 l i ~ u nay d ~ c b i ~ t hllu ich ne"1l duqc pMn nhOm

thea noi ban (vilng hay Iy phan ph6i), thOi diem ban (ngay / tuan / thang /mila), va khach mua. cac bao cao ve tlnh htnh ban hang Hoadan. Dan d ~ t hang. Phie'u bi'to hanh. Oanh sach giri thu, quang cao. cac bao cao nghien cU'u truac dAy.

6 Thu t/z4p thong tin vi!qua trinh va xu hUdng mua hiing cUa kMch hang


17/97

Dii' k i ~ n thu cap tit ben ngoM san co va thllOng co ich. Dfi'k i ~ n thu cap ti t ben tmng t h ~ r n chi san cO hon va thllOnghay bi bO quen.

DiI k i ~ n nghien cUt! SCI cap duqc m9t cong ty thu t h ~ p nMm wi loi m9t cau hoihay vlln de the nao do. Co hai phuong phap chinh de thu th


18/97

2. PhOng van qua d i ~ n t h o ~ i la phuang phap tot nhat de' thu t h ~ p thong lin mtcach nhanh ch6ng. va dq linh ho:).t cling cao han so vm hlnh thuc thu dieu tra.Ch&ng h:).n, ngum phong van c6 the' dieu chinh cau hoi can cu vao cac cau tra1m truac, hay c6 the' giai thich nhitng cau hoi kh6, bO qua mqt s6 cau hoi vaxoay sau han vao mqt s6 cau khac. Ty tra 1m co xu huang cao han so vaihlnh thuc Ihu dieu tra, va c6 the' xac djnh ngay ai dil tra 1m. Nl1uqc die'm cuaphuang phap nay la chi phi blnh quan diu nguai cao han hlnh thuc Ihu dieu Irava d6i tuqng c6 the' khong mu6n tiet I qua d i ~ n tho\li m1 s6 thong tin ma h9se khong giau neu Ira 1m thu dieu tra khOng phai ghi ten. Nguai Vit Nam n6ichung khong muon n6i chuyn vm ngum 1\1 va phai cam thay thoai rrilli mmbc I ynghl cua minh. Cilng c6 truang hqp ngum phong van l1,1i bc I ykienca nhan cua minh, gay lac dng den ngum duqc hoi.

3. Phimg van trl!c tiep co the' vm timg ngum h o ~ c thea nhOm. Thuang hlnh thUcnay thJ!c h i ~ n nhanh ch6ng nhung d6ng thm ciing hnh ho:).t va sau. Ngumphong van c6 tht'l giai thfch nhitng cau hoi khO, gqi mo van de va xoay sau vaomQt so van de neu can Ihiet. Ho c6 tM cho nguai duqc phOng van xem cac sanphfun, thOng tin quang cao hay hinh thUc bao bi r6i quan sat phan ling va banhvi cua ngum duqc phOng van. Tuy nhien, phong van trvc tiep l1,1i la phuangphap Ihu t h ~ p du k i ~ n ton kern nhat.

8

Phong van thao l u ~ thea nhOm - con gQi la thao lui).n nhom t ~ p hqp tu sau tmmum ngum trong kholmg mt den hai gia d6ng h6 de' thao l u ~ ve mt sanphfun, djch V\l hay m(H van de nao d6 vm mQt ngum huang d;\n cO phuangphap. Nguai huang dlmkhuyen khfch mQi nguaithao l u ~ vm hy vQng hQbQc Iq cam ngh'i thvc cuamlnh. Ngum huang dAncling huang thilo l u ~ n vaodung chU de rna cong tyquan trim. Thuang phlti comt ngum ghi Il;li day du,va doi khi ngum ta ghibang tieng hay bang hinhde' lam tu liu nghien cUnsau nay. Phuang phap naydil trO thanh mQt trongnhitng phuang phap chu d1,10 de' tim hit'lu ve cam ngh1 cua ngum tieu dung.Phong van thao l u ~ nhom rat co fch va h i ~ u qua bOi tlnh huong t1,10 ra li t thvcva m9i ngum co dqng CCIM phat bie'u. Tuy nhien, bOi s6 nguai tham gia li t h1,lllch nen kh6 rna khai quat hoa ke"t qua eho tat ca m9i ngum. Cling c6 khlt nangm(lt hoij,c hai ngum trong nhOm gay anh huang doi vrn nhitng ngum khac, vadieu nay e6 the' lam sai Ich ket qua thu duqc. Thanh cong ella phuang phapphOng van thao l u ~ n nhOm phfin Ian phI) thu(lc vao ky nang eua ngum huangdi\n thao l u ~ .

Thu thtjp thong tin ve qua trinh va xu huitng moo hang ella khach hang


19/97

nAI T!P TVKI:tM TRA 2Danh dlfu vao 0 xem cac cau sau dAy la dung hay sai.I. Phong vtfn tbao I ~ n nh6m cung c1fp thong lin lit m


20/97

BAI T TINH HUONG 1CONG TY DI"N TUHATV (A)

Cong ty din tiI HATV la ml)t trong mum dl,li Iy phan phOi cho cae hang din IiIlem Sony, Daewoo va LG Electronics aHa NQi. HATV ciing la kenh phan pho;cho ml)t so' hang din tiI nhO kMc nhu Toshiba. COng ty co ml)t clla hang ban Ie atrung tilrn Ha NQi.SAp den Tet Am Ijch va ong Quan, Illng giam d6c cua HATV, mu6n nMn djp thi':tiky ban hang t h u ~ IQ'i nay dil tung ra thj tmi':tng cac san pham cua mlnh va tangcui':tng m6i quan h vm. kMch hang. Ong bAt dilu ngh! each de gay an tuqng t6t vacam 0'11 nhii'ng ngum dll mua hang tmac day, khuyen khfch khach hang quay Il,Iimua nua va de co them kMch hang maLN h i ~ u doanh nghip Vit Nam in Ijch dem bieu nhung nhU the kM ton kern trongkhi ong Quan Il,Ii mu6n tang so' d6i tuqng len cang n h i ~ u cang tot - khoimg vainghln ngum. Chi phi in Ijch va glri bun din tai ml)t so' ngum dong nhu v ~ y la quasue eua ong.Ong Quiin Hnh den mQt t r u y ~ n thOng khac vao djp Tel: thiep ehue Tet, tUO'l1g tl!nhu thiep Giang sinh rna ngum phuO'l1g Tay van glri tm. bl,ln be, ngui':ti than vakhaeh hang. Thiep chUc Tet dii thanh t r u y ~ n thong nhieu nam aVit Nam de ghin h ~ thanh tfeh hay bay to tlnh d.m vai nMn vien, khaeh hang va ngui':ti than.Tren thiep thui':tng eo ghi chuc mi'rng va chue thanh cilng nhiin dip nam maioDng Quin thay tam dAc vm. y lUang nay bm thiep chue Tet khOng t6n kern lAm vase lam cae giao djch kinh doanh co tlnh chat ttnh ci'tm hO'l1. Dng eiing djnh ci'ti tiencau chue Tet thanh 1m cam 0'11 khach Mng da hi) trQ' eong ty, them mQt vai yQuang eao va thong bao cae san pham va djch V\l ctia HATV.PUn tiep sau mm. la philn kh6. Dng se ph3.i ehuyen nhfrng thiep chue Tet nay taiai va lam the nao dil co duqe dja chi eua hq? Giang nhu nhieu chu doanh nghipnhi) khac, ong chua bao gii':t I ~ p co sa du liu ve khach hang bOi hk nao ong ciingn g ~ p dilu vlm nhii'ng cong vic quan trqng khae. Tuy biet day la m';'t cong c\lmarketing t6t, nhung ong chua c6 dieu kin thl!e hin. Gii':t ong phiii !lm hieu caethOng tin v6 dja chi ella khach hang, rna Il,Ii phiii Jam gap.

10 Thu thljp thonK tin wf qua trlnh va xu huang mua hiing cua khdch himM


21/97

May thay ling con nM ra m()t ngu6n thllng tin c6 feh: lu!).t quy djnh ong pMigiii'hoa don cho mQi giao djch ban hang, rna tren hoa don c6 ghi dja chi cUa ldllichhang. a n g ty chi gilt hoa don ban hang trong vong m()t nam, vi the'ilng chi c6m()t phAn danh sach khach hang tru6c dAy, nhung khOi dau nhltthe' ding 6n.Nhung m()t kh6 khan nay sinh la Mu bet cac hoa don chi ghi dja chi chung chung,nhieu)chi b6 qua ml,lc d j a c h i . 6 n g c i i n ~ ~ thay co nhieu thllng tinkhac lingmu6n tim hiiu ve ~ a c h h a n g , va bAt dau suy tfnh xem sau nay c6 the thu th!).pchUng nhu tM nao. Ong da yeu cau nhan vien phai II,lC hang nghin chic hoadon ban hang trong nam va kien nban xa.y dJ!Ilg nhUng vien g ~ c h dilu tien cua C(Jso dlt liu khach hang.T h ~ t la Ifiu cling! Dng thily tic sao minh Wkhllng bat dau 80m hon. Nhu the'se de dang hie't bao va ling se co duqc nhieu thllng tin can thiet hon ve khach hangcUa minh, thong tin ve nm lam viC, ve tu6i tac, ve giadinh, v.v .. Tuynhien cu6icilng thl ling cung da triin khai viC nay va thily tha mu()n con hon khllnglam.HQ hqp thong tin cua 4.000 khach hang. Dng Qua.ngUi tbie}> chllc Te't cho tiltca, va t6ng chi phi cho cil. kha.u in ifn va cuOc phi brru din chi co 6.000 d6ng m()tchiec, re hon nhieu so vOi phuong an bieu lich. Khach hang cua ong rat cam kfchve UUn thie'p va Uri chUc. Nhieu ngrrOi gQi din n6i da duqc tbiep va cam onling. M()t s6 khac t h ~ chi tOi ngay ci'ra hang d i Te't.Dng rat hai long tMy sang kieD. cua minh da dem ket qua. Dng CUng da thudrrqc m()t bai hQc ve tam quan trQng cua viC lrru gilt thong tin ve khach hang.Dng quye't dinh c ~ p n h ~ t ccr si:J dlt lipdi sau nay co the gUi thu ti:r quang cao valien h vOi khach hang de dang hon. Ong cling tMy can b6 sung yeu cau thllng tintrong cac hoa don muaMng de c6 the lay duqc mQi thong tin can thie't phong khiling tie'p tl,lc Quang cao doanh n g h i ~ p cua minh theo cach nay.

Thu th(ip thOng tin vi!' qua trinh va xu huiing mua hang eua k}ulch hang 11


22/97

PHAN TicH BAI T!P TINH HU6NG 1Hay tni 1m nhiing cau hOi sau dl!a vao nhiing thOng tin've tlnh hu6ng neu tren:I. Ong Quan l i ~ u c6 tM sir dlJng nhiing phuong phap nao khac d(\ len danh

s.kh khach hang glri thiep chUc Tet?

2. B':In khuyen ong sau nay nen lam gl M thu t h ~ p thOng tin ve khach hang?

3. Thanh cong cua ong Quan trong v i ~ gui thiep chUc Tet c6 t h ~ duqc doluang theo each nao?

12 Thu tirq.p thOng tin vi!'qua trinh va xu hullng mua hang clta khach hang


23/97

Qua trinh mua hang euanguai tieu dungQua Idnh rnua hilng eua nguai Mu dung khong don thuiln la hilnh d(ing rnua rn(itsan pharn nao d6. Qua trillh nay bilt dau kha lau Inr&c khi xmit h i ~ n hilnh d(ing rnuava con tiep d i ~ n lllu sau d6. cae eong ty phill ehu y vao tolln b(i qua trlnh rnua hilngchu thOng nen chi t ~ p trung vao duy nhat quyet djnh rnua eua kMeh hilng. C6 t h ~ thay nam giai do;p1 trong qua trlnh nay (xem Hinh 2).

Nhfin biel Ttmkiem Can nhlie caevan de thong tin (tlm phuong an(doi giay eil - eua hang, - (doi naovil'aphill thay) - mall ma,gia, - chan' vita19a chgn ella ti6n? ykienngum khae) ngum kh:ic rasao)

Danh gia sau Quyeldinhkhi mua mua(xern nguai - (mua theo Iy -hae phiin - Iri hay theo -(rug the nao, ei\m tinh)thu de? Mn. sosanh vai doigiayeli)Hinh 2: Qua trinh mua hang eua kMch hang.

Quyel djnh mua hilng khong nhat thiet phai Iuan thu IUan II! theo nam giai do;p1nhu sa d6 tren, va nhieu giao djeh rnua hlmg khong dam bao du ci\ nam giai do;p1.Chling h


24/97

himg quen do. Chi khi mua Hin dau, khi mua himg quan trQng hay phuc t ~ p thlngum ta mai tuan then du cii nam giai dOiJ.n. Phan sau day se mo ta nam giai dO\lnnay.

N h ~ n biet Van deQua trlnh mua hang Mt dau khi ngum ta n h ~ n biet duqc mQt van hay nhucau nao do. Nhu cau nay co thi! do mQt dQng I,!c ben trong thuc dAy - doi, khat, codon - hay do mQt d9ng I,!c ben ngoai tMc dAy - thay quang cao hay hang trungbay hap dAn, dQC tai l i ~ u huang dan du lich va muon len ke hO\lch cho ky nghi.Chiing h ~ n , b ~ n co tM n h ~ n tMy doi giay cua minh da bi thung va can nMc khOngbiet nen sua hay thay moicac cong ty d ~ u muon biet khach hang g:;ip phai van gi hay co nhu cau gi rnahI) co the giai quyet b&ng san pham cua minh. HI) co t h ~ su dl,lng quang cao di!tiep c ~ n nhanh chong vai m9t d i ~ n doi tuqng r9ng tuyen t r u y ~ n san phAmcua minh. Vi d\l cong ty Koya n h ~ thay n h i ~ u nguai co tuang nha bi nam m6cnen che t ~ o mQt l o ~ i son d:;ic b i ~ t M chOng nam. Sau do cong ty quang cao rQngrai de ml)i ngum cung bii5t giai phap mm nay.

Tim kiem thong tinNhfrng ngum g:;ip phili mQt van hay co mQt nhucau se tim each M thoa man nhu cau do. Ho setim kiem thong tin eac san ph:1m dap Ung d'uqccai hI) can. Khi tim kiem, hI) co t h ~ quan tam honden quang cao cac san phAm co lien quan, dQCbao chI, tim tren Internet, tai clm hang hoi nguaiban, va hOi b ~ n be, nguai than M eo thOng tin va1m khuyen. C h ~ n g h\lll, neu b\lll dang muon muamQt doi giay mm b ~ n se di! y tm cac quang caogiay, tm eira hang xem dang eo 10\li giay nao, hOinhan vien ban hang, va hOi nguai quen xem hI) cobiet m9t kieu giay hay eira hang giay nao khOng.cac cong ty muon biet nguCti tieu dung lay thOng tin adau de hI) eo the cung dpthOng tin cho khaeh hang a do. Quang cao va ban hang tr'!c tiep rat quan tn;mgtrong giai d o ~ n nay boi co thi! thOng qua do M huang dan khach hang va giup hI)tIm hieu cac san phAro h i ~ n co. Cong ty Koya quang cao son chong nam eua notren t\lP chi "nha d


25/97

Can n h ~ c cac phLtdng an muaNgum tieu dung sir d\mg thong tin thu t h ~ p duqc de din nhile cae phuong an muahang. Kho rna bit dU


26/97

Cae cong ty co kinh n g h i ~ m thu


27/97

B.A.I T TVKlEM TRA 3Dien nhUng tit con thieu VaG nhUng cau sau dily.1. Qua trlnh mua hang cua ngum tieu dung co____ giai do",n.2. cae cong ty khi l ~ p ke ho",ch marketing can t ~ p trung vao____ giai

d o ~ tmng qua trlnh mua hfmg cua ngum tieu dung.3. Cae cong ty deu mu6n biet ngum tieu dung tim thong tin b dilu va se sirdl)ng b i ~ n phap va cung dip thong tin dinthiet cho khach hang.4. Giai d o ~ Mt dau khi ngum mua n h ~ n biet duqc mt>t vande hay mt>t nhu cau chua duqc dap ling.

Thu th{ip tIWng tin vi qua tTinh va xu hllitng mua hang eua khach hang 17


28/97

/' B A I T ~ P T H V C HANH 1Hay nghI ve m('Jt san pMrn hay d!ch VlJ rna b\ill mm mua1. pharo hay d!ch vl,I gi?______________2. B\lfl dll lam gl trong mOi giai dO\ill CUa qua trinh mua hang.

Giai dO\ill 1-Nl$l bier van de

Giai dO\ill 2-TIm Idem thong tin

Giai dO\ill 3-Ciln nMc cac phuCIIlg an

Giai dO\ill 4-Quyet d!nh mua .

Giai dO\ill 5-Danh gia sau khi mua

18 Thu thgp tlu5ng tin vi!' qua trinh va xu hufJng mua Iu5ng ella khach han!!


29/97

Qua trinh mua h a n ~ cua khach hang la cac to chLtc

So v6i ngum tieu dung ca nhan thi cac t6 chuc thuOng mua hang v6i s6 luqng IOnhon va co nhieu ngUm tham gia van qua trinh ra quyet djnh mua hang. Ket qua laqua trinh mua hang cua cac t6 chuc phuc t')p hon so v6i qua trinh mua hang euangum tieu dung. CO thi! xac djnh dlIgc tam giai do


30/97

vien marketing cua c6ng ty duang nao nhi!n bie't va dap UTig nhanh nhat vm nhucAu nay se gianh duQ'C hqp d6ng.

Me) ta nhu C3U chungDoanh n g h i ~ p mua hang can phi'li xac dinh duQ'C s6 lugng va d ~ c Hnh chung cuacac m ~ t hang dn thie't. Nhiing m ~ t hang phuc ti).p co tM doi hOi pbai co ky su hayngum sir dl,mg cung xac dinh. Ngum cung UTig mu6n tham gia vao giai d o ~ n nayM cung cap th6ng tin ve gia tri cac d ~ c ttnh khac nhau trong san phfun. H co thegay anh huimg toi cac d ~ c diem ky t h u ~ t cua san phlim va du tM nao di nfia ciingnhanh chan han so vm d6i thu c ~ n h tranh bCri h bitt can phi'li lam gl de ron duQ'Chang. C6ng ty banh kyo Kinh D6 chfutg hi).n co the dung ky su cua mlnh de xacdinh r ~ n g h can duang mia l o ~ i RE.

D ~ c d i ~ m ky t h u ~ t clIa san phimDoanh n g h i ~ p mua hang phai h!a chn va xac dinh cac d ~ c diem ky t h u ~ t cua sanphllm. Day la can cu de doanh n g h i ~ p de nghi me)t s6 nguoi cung UTig dugc b!achn gill hiS sO" chao hang. Ngum cung UTig nao co tM cung cap thong tin giuphlnh tMnh cae di).c diem ky t h u ~ t cho san phllm cua khach hang se co lqi tM.Chfutg hi).ll, ne'u ngum mua quy!t djnh r ~ n g h mu6n loi).i bao bl co the tai sinh thingum cung UTig nao chao l o ~ i bao bl Mng giay hay cac-tong se co lqi th!.

Tim ngLi'di cung U'ngN h i ~ m V\I ti!p theo cua ngum mua la xac djnh nhiing nguoi cung UTig tiem nang.Ne'u day la mua l:in dilu hay mi).t hang dAt tien hoij.c thong s6 ky t h u ~ t phuc ti).p thingum mua se phi'li mat nhieu thm gian cho cong v i ~ c nay. Nhan vien marketingdn tIm hieu nhiingc6ng ty dang tim kie'm ngum cung UTig va diim bilO r ~ n g ngumta bie't tm mlnh. Can be) cung tieu cua c6ng ty ronh kyo Kinh D6 chling hi).n sephai lien vm nhieu ngum cung UTig duang de tim hieu xem nguoi cung UTig naoco nang ll!c cung UTig t6t nMt nhiing mi).t hang c:in thie't.

De nghi glr1 ho sd chao hangTiS chuc mua hang de nghi nhii'ng ngum cung UTig du tieu chulln gill hiS sa chaohang. Me)t s6 hiS sO" chao hang chi can me)t ban catalog si'm pham hay ta roo gia,con me)t s6 h6 sa cMo h1mg khac doi hOi phai co thu hay me)t hinh thuc trlnh baychfnh thuc. Ngum cung 6ng gill hiS sa chao hang phai co kinh n g h i ~ m trong v i ~ nghien cUu, vie't lach va tnnh bay.

20 Thu thtjp thong tin qua trlnh va xu httitng mua hang cua khach hang


31/97

Llfa chQn ngltdi cung U'ngBI10C nay tuang U'ng vm giai dO\ill quyi!t djnh mua hang cua ngl1m tieu dung canhan. T6 chlic mua hang xem xet I ~ i tieu chuAn h,ra ch


32/97

BAI T!P TV KIEM TRA 4Danh dau vllo 6 xem cac cau sau day 111 dung hay sai.1. Ngum cung iing dn c6 gang t ~ o uy tfn t6t tren thi tru


33/97

011 bao nhu C3U va xu hLldngcua ngLlCJi mua hang

Oie eong ty thu tMp thong tin ve khaeh hang dt! biet kMeh h1mg can gl nMm thoaman nhu du do bAng san phiim eua mlnh. Oie eong ty sir d,mg thOng tin ve kMchhang de dl! bao doanh s6 va tIm hieu nhGng xu hUoog tieu dung mOi. HQ thu tMpnhGng thong tin nay then ba each co ban - xem khaeh hang noi gi, lam gi va diilamgi.

Khach himg noi glMQt cach dl! bao nhu du Ia hoi ngum mua xem ngum ta dang co ke h o ~ c h gl. Khitien hiinh (iiSu tra ve y djnh cua ngm'1i mua thi can hoi xem hQ dl! kien finh hlnhtai ehfnh eua mlnh se thay ddi nhu tM nao va ykien cua hQ ve kha nang bien dngcua nen kinh te noi chung. MQt ngumdjnh mua hang quy mo 100 va eho rangtlnh hlnh kinh te noi chung va kha nangtai ehinh ca nhan eua mlnh ehk ch:in seduqe c:'ii t h i ~ n thl dang tin hon Ia mtngum djnh mua hang quy mo 100 trongkhi thay trien vQng kinh te qua toi Him vakh:l nang tiii chinh eua minh kh6 co tMduqe ci\i t h i ~ n . Moi quan cila b ~ n vOikhaeh hang eang khang khft thi eangco kha nang hOi duqe nhGng thOng tinnay, lay duqc cau tra loi va tin vao dQchfnh xac eua cac cau tra 1m do.Hoi nhGng dll bao eua nhan vien banhang ciing la mt each khae xae djnhxem khaeh hang djnh mua gl. Nhan vien ban hang ia ngum trlle tiep nam thjtmang va co duqc cai nhln sau sk ve xu huang dang hinh thanh. HQ cling de dangchap n h ~ n nhGng dll bao rna hQ dua ra va phan dau dt! duqc cae dll bao do.

Thll Ihtjp lhOng lin "lqlltl trinh ,,1 XIIhll'o-ngmila hOngClia thach hang 23


34/97

cach thu ba M danh gia dl! dinh mua hang III hoi y kien cac chuyen gia trongngllnh. Do co tM III nguai cung ling, ngum moi giOi, nha phAn phoi, nhll san XUlltvll chuyen gia tu van. Cac chuyen gia co the phiin tfch sau ve mt van de, nhlffigkMng phiii hic nllo cling dung. Mt vi d\l dien hlnh III dl! bao vao nam 1943 cilaong Thomas Watson, chi! tich t\l.P doan IBM, rflng toan the giOi se chi co nhu caunam chiec may tinh!

Khach himg lam giThu n g h i ~ m thi truang la v i ~ c cong ty tung san phllm cua mlnh fa ban cho khachhang amt thj tTuang h,;,p co Iga chn. cac eong ty lam thu n g h i ~ m thi truang dexem san phlim cila mlnh cO thanh cong hay khong truac khi dau tu cae ngu6n Igccan thiet de tung fa toan b thi truang. Dieu nay di).c b i ~ t hiiu fch doi vOi cac sanphllm hay thj tTUang mOi co nguy C


35/97

hoan hao, nhung d.c cllng ty co the rut kinh n g h i ~ r n va c h ~ t luqng dl! bao nhflngnarn sau thuang tot han nhflng nam tnrUc.DI! bao tot la yeu t6 thimh cllng quan trQng cua rnQt cllng ty. D\! bao t6i co tM lamcllng ty phai duy td luqng t6n kho qua Ian gay ton kern, hOi!C duy td luqng tbnkho qua it lam rna:t di Cel hQi ban them hang.

Thu thlp thOng tin vi! qua trinh va xu hu.mg mua hang eua kMch hiing 25


36/97


37/97

Nghien CUll m(\t finhhu6ng trong d 6 ' b ~ Ia nguOi mua hang h ~ c la nguOi cunglffig cho m(\t c6ng ty khac. Xac djnh tlnh hu6ng kill giao djch mua dien ra Ian d1iu. .L MO ta tlnh hu6ng (ai mua gi cua ai).

2. N6i xem dii lamgl. U'ng vm timg giai d o ~ Clla qua tdnh mua hang.Giai d o ~ I - N h ~ bitt v:fu de

Giai 2-MO tA nhu c1iu chung

Giai d o ~ 3 - D ~ diem ky t h ~ t cua san phlim

Giai d o ~ 4-TIm nguOi cung lffig

Giai dol,Ul 5-De nghj girl h6 so chao hang

G i a i d o ~ 6-L\!a chc;m ngufYi cung lffig

Giai d o ~ 7-Quy djnh giao hang

Thu th(ip thong tin ve' qua trfnh va xu huang mua hang cua khach hang 27


38/97

/'BAI T TtNH HU6NG 2C()NG TV THANH D ~ T (D)

Luu y; & i t4p tlnhhU6ng cMg ty ThAnh D\lt dugc sir dvng trong m ~ t s6 cu6nSIkh trongnh6m chi # vt marketing. VAn rong ty d6, OOlffig mOi hie th6ng tinWc nhau\JOi eJulngtaphtln tich cac m l m g h ~ t d ~ n g kMc OOail cua rong tycho hQp vaicMdtcitattrngcu6n sach. Do d6 din pMi dQC Icy tUng bhl t4P finhhu6ng. . .

Gi61 t h ~ c h u n g v ~ l ) ( } n g t y NguyfuTh!NgqcNga languCrl s a n g l ~ p va ciing chfnh ta giam d6c dieu hlmh cuacMg ty.'IllbhD{lt.mt c6ng ty4apMt trien thanh cC/sa san xu!!t bao bi thea yeuCIDl cilakMchhMgco quy m61an nMt m i ~ n Bac. Ba Ngqc Nga da til ml.nh gAydvng "C6ngty tit d&U trong m(ltm6i tnti:mgdlty kh6 khan cua thCrl kt chuyen d6ikinh t :J vItl'f:


39/97

ang ty Thimh D ~ t dii. pMt trien thimh cCi sa san xuat bao bi theo yeu cau cuakhach hiing c6 quy mo IOn nhat mien BAc. ang ty chim khoang 50% thj phanmien B:ic. Sau m


40/97

Qic cOngty c u a V i ~ t Nam kh6 thoi! man yeu cau ve cMt lugng cua cac cOng ty c6v6n dau tlIcUa nu6'c ngom. Chinh cOng ty Thanh D ~ t da m phan vm it ra lA mtcOngty nu6'c ngoru nllUng khong dAp Ung n6i yeu cau ve cMt hrqng ding nhu s6luqng cua. cOngtynay Olie'n lu


41/97

't\ ..L - PHAN TiCHaM TINH HU6NG 2

Hay tra lm nhiing cau hbisau dlf


42/97

32

OJ quan nha nu6'c

Internet;;Ngu6n thuoog m ~ i

Dik k j ~ n thU cap tir ben trongH6 so chUng ti r ban hang

cae bao cao tlnh hlnh ban hang

Hoa doo

Don dl).t bang

Danh stich gI:ri thu, quang ctio

Phiu bim hanh

Phiu giAm gia

l b e h ~ i vienHgp d6ng dich Y\l

Thu t h ~ p thong lin v t qua trinh va xu huang mULl hang cua khach hang


43/97

DR k i ~ n SCI cApQuansat

Tham kMch hang

Hoi c h u y ~ n va lAng nghe kMch hang

D ~ t cau hOi vm kMch hang

Hoi bAng phieu weu tTa

Phong van qua d i ~ n t h o ~

Phong van thao l u ~ nh6rn

Thu th(ip thbng tin vi qwi trinh va xuhutfng mua hang eria khach hang 33


44/97

Tang kat Cuon sachHay diem I ~ i xem b ~ n da d ~ t duqe tam m ~ e tieu neu trong phfin diiu ella euon siichnay chua.Too gia se phili co kha nang lam tOt hon nhiIng vi?c sau:I. Xae djnh hai ngu6n dfr k i ~ n khaeh hang.2. Mo ta duqc hai d ~ g du k i ~ n thu cilp rna cae eong ty co duqe.3. Mo ta duqe hai d ~ n g du k i ~ n sa ellp ehinh rna eong ty eila b ~ n co duqe.4. Neu duqe lTU va nhuqc d i ~ m eila bOn phuong pMp thu t h ~ p dfr k i ~ n kMe nhau.5. Neu duqe it nMt nam ngu6n thong tin khiieh hlmg.6. Mil ti\. duqc nam bUGe trang qua trinh mua hang ella ngum tieu dung va xaedinh cae ho


45/97

Can nhac cac phucmg an mua hang. Quyet dinh mua Danh gia sau khi mua.va b,!-n co t h ~ so sanh sl! khac b i ~ t giita qua tdnh mua hang cila ngum tieu dungva qua trlnh mua hang cila cac t6 chuc. Qua lnnh mua hang cua cac t6 chilcthuOng phuc t ~ p hcrn va co tam giai d o ~ nhu sau: N h ~ n biet van de. Mo ta nhu cau chung. D ~ c d i ~ m ky thu\it cila san pham. l l ff i ngum cung ling. nghi gUi h6 sc:J chao himg. Ll!a chQn ngum cung ling. Quy dinh giao hang. Danh gia hO\lt d(mg.Cu6i cung, b ~ n co tM tMy v i ~ c thu t h ~ p thOng tin kMch hang rat quan trQngcong ty co t h ~ dl! 000 muc ban hang va phat h i ~ n nhiing xu hUCmg tieu dung m6'i.da tMy Him quan trQng cila v i ~ c quan sat: Khach hang noi gi. Khach hang lam gl. KMch hang da lam gi.

36 Thu thtJp thOng tin qua trinh va xu h",mg mua hang eUa khach hang


46/97

Ke h o ~ c h U'ng dvng la gi?Ke ho,!ch lmg dl.mg la m!?! ding q . giup b'.ln ap dl.mg nhimg gi hQc dugc v a ~ thl!C te cong v i ~ clla minh. Dlly la m!?t biin hu&1g dAn do b,!n xlly dJ!ng giupb ~ :

Xem l'.Ii each thn thillp thong tin hi?n nay clla minh. Nghien cuu Cae phuang phap kMc rna b,!n co t h ~ sir d ~ n g . Pllan tfeh nhimg yen t6 fmh hubng tm. kMch hang. Xac djnh nhimg xu hu&1g thay d6i rna b'.lfl g ~ p phiii.

Lam the nao hoan thanh mQtKe h o ~ c h U'ng dvng?B,!n nen xern I,!i eae thong tin COMn, cae bai tillp tl! k i ~ m tra, bai tillp thl!c hanh vabai til\p tlnh hu6ng rna b'.lfl da hoan thanh trong cu6n sach nay, va dAy chfnh lanhimg ca si'1 ph\lc V\l cho v i ~ c xay dJ!flg ke hO'.leh lIng d\lng ella b,!n.Hay thJ!C hi?n titng bUGe ella ban ke hO'.lch lIng dvng. Hay suy nghi va chnan bjcan trii 1m cho m6i bUGC trong ke hO'.lch lIng dt.lng. Neu can thiet b'.lfl co t h ~ thamkhilo y kien hoJ).c 1m khuyen clla eac dong nghiep.

Thu IMp than,:: tin v i qua triM va xu huitng mua hiJnR cua khach himg 37


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Lam gi vdi Ke h o ~ c h U'ng dl}ng?Ke h o ~ e h lfug d\mg la dirnh eho b ~ n . K h o ~ e h do khOng duqe danh gia ehffmdiem va kh6ng ai phai xem l ~ i tri't khi yeu cftu m


48/97

11\ /KE H O ~ C H UNG DljNGBlfOC 1:, UlliN NAY BAN THU TIlAPTHONG TINNHlfTHENAO?'

Xac dinh xem doanh n g h i ~ cua bl)ll h i ~ n dang sir dlJllg phrrang pMp nao de thut h ~ p thOng tin ve kMeh hang. Hay n6i xem bl)llsir d\lng cacphuC1Ilg pMp nay nhuthe"nao.DU k i ~ n thii cap-tit ben ngoai0 &00 Tl;Ipehl0 Dill0 Ti-vi0 T h u v i ~ n 0 cae e(J quan nha nuc:1c0 Internet0 Ngu6n thuC1llg ml;li0 00 k i ~ n khac. C\I t h ~ : each sa dlJng:

Thu thiJp thOng lin ve qua trinh va xu hU


49/97

Du k i ~ n th(r cap-tir ben trong0 H6 SCI chung tit ban hang0 cae bao cao ve Hnh hlnh ban hang0 Hoa dCln /0 DCIn d ~ t hangOJ Danh sach glri thu, quang cao0 Phie'u bao hiinh0 Phie'u giiim gia0 1M h(li vien0 Hqp d6ng djch VI!0 DiI kin klik CI! tM:C a c h s n d ~ n g : __________________________________________ __

Dii" k i ~ n sa capo Quansato Thrun khach hango Hoi c h u y ~ n va li\ng nghe khach hango D ~ t cAu hOi vai khach hango Hoi b ~ n g phiu dieu trao Phong van qua din tholJ-io Phong van thao l u ~ theo nhOmo 00 kin khk Cv tM._______________C a c h s u d ~ n g : ____________________________________________

40 Thu fhp thong tin vi qua trinh WI xu hUc1ng mua hang cua khach hiing


50/97

BUOC 2: B ~ N Mu6N THU T H ~ P THONG TINNHUTHtNAO?

Hay nghien cUu nhiIng phmmg pMp thu t h ~ p tMng tin ve kMch bang rna h i ~ n chua sir dl,mg. B!J1I rnu6n sau nay se sir $ng phuang pMp nao trong s6 do? B!)Jl 8esir d ~ n g nhU' tM nao?

BUOC 3: NHUNG v tu T6 NAo ANHHUONG TOIKHACHHANG?Xac djnh nhftng yt!u t6 nao iinh hU'oog tm v i ~ c khach hang rnua hang cua b ~ n . 0 Mua cua ngU'Ui rna hQ co cam t1nh0 Mua rua ngU'Ui hQ tin c ~ y 0 Dja dMrn t h u ~ tin0 Couytin0 Dieu k i ~ n thanh toan phil hqp0 Gia eli phil hqp0 Dich "\I sau khi Mn hang0 Dang tin0 Cac san phAm hay djch


51/97

0 Giao hilng dung hl).Il0 C61M nang cap mAu rna0 Mtli truimg tboai mai, chiu

/'

0 TInh t\l' trQng0 Dugceung cap thOng tin hOO feh0 C ~ h a n g mAu0 Trinh bay mC>t each chuyen n g h i ~ p 0 Hqpm6t0 Quang cao0 cae ye'u t6 khac. C\l t b ~ .

42 Thu thaP thang tin ve' qua trinh va xu huang mua hang cua kluich hang


52/97

BlJOC 4: cAc YEU T6 ANH HlJONG TOI KHAcH HANG?Con c6 nhitng yeu t6 nao ngoai khli nilng killm soat tn{c tiep cua b\lfl c6 rum hulmgWi khlich hang khi quyet dinh mua cac san pharo hay dich Vl,l, ai kien nghj muahang va ai pM d u y ~ t va ky l ~ n h cho mua,hang?

BlJOC 5: B ~ N THAY CO XU HlJONG H O ~ C THAY D61 GIMOIKH(}NG?

Nhitng xu huang ho*c thay dOi trong moi trui'mg xung quanh anh hulmg tm v i ~ c khach hang c6 mua cUa b\lfl hay khong:

Thu thtjp thOng lin vi!' qua trinh va xu hu(mg mua hang eua khUch hang 43


53/97


54/97

BAI T!P TVKIEM TRA 2Danh dau vao 0 xem cac cAu sau dAy la dung hay saLI. PhOng vlln thao l u ~ n nhOm cung dip thong tin til m9t so IU


55/97

BAI T TVKIEM TRA 3Dicln nhiing tit con thiu vao nhiing dIu sau day.1. Qua trinh mua bang clla ngum tieu dung co narn giai do::tn.2. cac c()ng ty khi I ~ p k ho:;;ch marketing clln t ~ p trung vao cii narn giaido::tn trong qua trlnh mua hang clla ngum tieu dung.3. cac c()ng ty deu mu6n bitt ngum tieu dung tim tMng tin b dau va se su

d ~ n g b i ~ n phfip Quang cao va ban hang tr\lc tiep de cung C:lp tMng tinclln thit cho khfich hang.4. Giai do::tn n h ~ n biet van de bAt doiu khi nguui mua n h ~ n biet dugng v i ~ c cua nguffi cung ilng hoan tilt khi dug


56/97

BAI T TVKIEM TRA 5Danh dau vao () xem cac diu sau day Ia dung hay sai.1. Dieu tca dlJ djnh cua ngum mua hang co nghla Ia hoi nguai mua hang xem

hi? dlJ djnh s15 mua gL Dung2. Thir n g h i ~ m thj tmang Ia mQt tM t\lc hfru feh de thir n g h i ~ m xem v i ~ banmQt san pham d1l co san co the thay d6i nhu the nao sau nay. Sai3. Nhieu cong ty dlJ bao dlJa teen doanh s6 ban hang tmac day. Dung4. Dieu duy nhat rna b


57/97

BAI T THVC HANH 1Hay nghi ve m ~ t san phfun hay djch VI} rna blp} mm mua.1. san phAm hay djch VI} gl?

N ~ u bilt cu san pMm bay dich vI}. nliO d ~ u d u ~ . Tot nbAt la n ~ u mt}ttlnb buong mua hang lin diu hay phuc t ~ p bID nbu tM se buqc b ~ n ph8i tuan thu du ell nAm giai d o ~ n cua quy trinh nay.

2. da lam gl trong m6i giai dolp} ella quy trlnh mua hang.Giai dolp} I - N h ~ bi& van de

Dillm mau chot i1 day la vic xac dinh mt}t viin hay mt}t nhu cAuchlla d l l ~ dap lIng, chang h ~ n doi giay cua b ~ n bi thung n ~ n phaimua giay mOl.

Giai d01p}2-Tlm kiE!m thong tinM4}t so phuong tin lily thOng tin la Quang cao, ta giOi thiu san phdm,tOi cua bang hoi nguai ban, dQc bao chi, tim t r ~ n Internet, va hOinguai quen. ChAng h ~ n , dang tim thOng tin dl! mua giay mOl, b ~ n . co thl! tOi cua bang xem co nhimg mau rnA va nMn hiu nao, gia cabao n h i ~ u . B ~ n ciing dl! y xem mQi nguai di giay gi, kil!u giay nao dangla mot, va b ~ n cO thl! hOi nguai quen xem hQ cO bie't gi cac sanphAm giay va cua bang ban giay khOng.

Giai d0lpl3-CAn n h ~ e cae phuang anB ~ n phai n ~ u dm;rc nhimg ich lqi rna b ~ n phai co khi mua san phllm?Khi can nhiic cac phuang an thl d ~ c tinh nao cua san phAm la quantrQng? Chang h ~ n , ich lqi tii' v i ~ c di giay mm co t h ~ la suc khoe, sl1 antoan va 511 thoai maio Khi can nhiic cac phuong an, co thl! tinh din mt}tsO d ~ c tinh quan trQng nhu sl1 thoai mai, dt} b ~ n , gia ca va k i ~ u dang.

Thu t h ~ p thong tin v i qua lrinh va xu huiing mua hang eM khach hang 49


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59/97

flAt T!P THVc HANH 2Nghien CUll ml?t finh hu6ng trong d6 III ngum mila hang h ~ c III ngum cungti'ng cho ml?t cl'lng ty kMc. Xac dinh tlnh hu6ng khi giao djeh mua dien ra Mn dliu.1. MI'I til t1nh hu6ng (ai mua gi eua ai).2. N6i xem dii lam gl. ti'ng vOi tUng giai d o ~ Clla qua trlnh mua hang.Giai d o ~ I - N h ~ biet vfin M

Bl,lD phii neu dul!C dola nhu cau gi va ai xac d!nh nhu cau do? DqngC( 1 nhl,in biet van de la tir ben trong hay ben ngoai?

Giai d o ~ 2-MI'I ta nhu cllu chungBl.ln phii neu duqc d i ~ m coa nhu cau va so luqng can thiet locdan? Ai chiu trach n h i ~ m quyet djnh nhung van de nay?

Giai d o ~ 3-Dij.c tfnh san phfunBI.Ill phiii xac djnh dul!C cac dl.\c Hnh san phllm? BI.Ill co biet ai ch!utrach n h i ~ m quyet dinh cac d ~ c Hnh nay khOng?

Giai d o ~ n 4-Tim ngum cung ti'ngB ~ n phii neu duqc cacb DC dinh ngum cung Ung. BI.Ill co biet dii DCdinh dul!C bao nhieu ngUm khOng?

Giai d o ~ 5-ne nghi gin h6 sa chao hangBI.Ill co ml'l ti l yeu cau cUa Minh khOng? Co nhung ho sa chao hangnao?

Giai d o ~ 6-Lt,m chQn ngum. cung UngB ~ n co neu duqc nhung tieu chuAn quyet dinh Ilia chlJn khOng?

Thu thfip thOng tin ve qua trinh va xu huang mua hang ella kMch Mng 51


60/97

Giai dO\ffi 7-Quy dinh giao hangco n ~ u dugc cac tieu chuAn kY t h ~ t , so luqng, thM h ~ n giao hang,

quy d ~ n h v i ~ tra I ~ i himg, d ~ c h vI}. 000 ttl va bao hanh?Giai dO\ffi 8-Danh gia h o ~ t dgng /'

52

cO n ~ u dugc cae tieu ehmin da ap dl}.Ilg khOng? Co d(lt hang t i ~ p khOng?

Thu th{ip thong tin vi! qua trlnh va xu hUCln?, mua hang eua khdch hant:


61/97

BAI T!P TINHHU6NG 1HATV (A)Hay tni 1m nhiing cAu hoi sau dl!a vao nhiing th6ng tin tinh hu6ng neu tri!n:1. Ong (>mill liu c6 the si"1 d ~ n g nhiing phl1O"Ilg pMp nao khac MIen danhsach kMch hang girl thiep chile Tet?

Hoa dan la m(lt nguiln thOng tin t6t, nhung thong tin khOng hOllDchinh va chi co thOng tin ve nhUng khach da mua bang cga bng.Nguon nay khong cung ca:p thOng tin ve nhUng nguOi tieu dung haycan b(l cung tieu cga cac doanh n g h i ~ p Wi cong ty nhung khong mua,va nhUng nguiri mu6n mua cac sin phllm d i ~ n tii nhung chua WiHATV Ian nao .Ong Quan co thi! lay them th6ng tin thn ca:p trong n(li b(I ti l nhUngnhan vien ban hang da g ~ p cac doanh n g h i ~ p - k h i i c h hang tiem nangchua muabang cua HATV. Thong tin nay thuang co trong cac baocao ve finh hinh bim hang cga nhAn vien.Ong Quan co tM lay thong tin thn cap ve khach hang tiem nang ti lcac nguiln ben ngoai sau:

- f ) i ~ n t h o ~ i trang vang (tat ca cac ciia bang ban Ie d i ~ n tii deu lakhiich bang tiem nang).- Danh cac cong ty, philt banh bang nam.- Dia CD cga Phong Thuang m ~ i va Cong n g h i ~ p V i ~ t Nam, c*pnh*t sau thiing m()t hin.- f)ia CD do cac doanh n g h i ~ p khiic cung cap.- Cac trang web ve doanh n g h i ~ p vila va nho.- Danh sach thanh vien cua cac h i ~ p h(li doanh n g h i ~ p ban teo- Hoi nguM cung Ung (nbit san xuat) xem ht;l co diI k i ~ n nao co ichkhOng.

Thu thqp th/jng tin ve qua trinh va xu hlfirng mua hang eua khach hang 53


62/97

-Co thi mua danh sach nguOi can girl thu, quimg cao trong vilng theoyeu cau ve di) tudi, thu n h ~ p va cac d ~ c diim khlic phil hqp dO. tuqngkMch hang m"c tieu cua cira hang ban Ie cua ong.

2. Bljn khuyen bng san nay nen faro gi de tim t h ~ p thong tin ve khlich hiing?Thiet ke I ~ i m=iu hoa d9D M nhfm vien ban hang co clIO dien nhiIngthong tin ong cAn tim hiiu ve timg kMch hang:ThOng tin di lien h ~ : nn , dja chi, d i ~ n t h o ~ i , fax, thu d i ~ n tir.ThOng tin ve khach hang: L ~ i hlnh c6ng ty hay nguOi mlli giUi chocong ty mua hang; vUi kMch hang ban Ie thl do la tu6i tac, nghen g h i ~ p , gia d1nh, nhan h i ~ u va nam san xuAt cua xe rruiy/xe hoi.Thong tin ban hang: Hq mua gl, s6luqng, m ~ c dich mua.ThOng tin ve v i ~ c ra quyet dinh mua: Ai trong cong ty hay gia d1nhtham gia vao qua trlnh ra quyet d!nh mua hang (xac d!nh nguOi naora quyet dinh mua neu cO thi; dong thOi phai xac dinh cang nhieu vaitro ciing tOt trong so bay vai tro cua mc)t quyet dinh mua [xem cu6nsach "Thu t h ~ p ThOng tin ve khach bang"]).Thiet ke I ~ i m=iu bao cao ve Unh hlnh ban hang di co duqc nhilngthOng tin tUlmg 6ng nhu tren hoa doo.T6 chUe thi hay hOc thl1m Cling la mi)t h o ~ t di)ng khuech truOOlg t6t dikhlich bang va cac doanh n g h i ~ p cung cap thOng tin ve ban than hq vac3ch thuc lien vOi. hq.

3. Thiinh cbng cUa bng QufuJ. trong v i ~ girl thiep chtic Tet c6 the duqc dohrang theo each nao?Ong girl tUi duqc bao nhieu kMch hang:- Bao nhieu hoa doo b3nhang khoog cO thOng tin day du ve dja chi?- Bao nhieu thiep chUc Tet b! bun d i ~ n girl tra ~ i ? KMch hang philn Ung the nao:- Bao nhieu ngu(ri gQi d i ~ n (quan sat)?

54 Thu thaP thOng tin vii qua trin" VIi xu hUOng mua hang ella khdch hang


63/97

Hoi kbach bang kbi nhAn vien ban hang g ~ p b, sau d6 (dil' k i ~ D S ( J cap-phOng vAn t"1c tip). . Lien vOl. m(lt so khacb bang de hOi (dil' k i ~ n sa cap-dungthl! dieutra h04c phOng van trl,lC tip).

" , .

Ong Quan IlQC hOidllC;rc gi t u k i n h n g ~ m nay? Sau ba tbang tbi tbong tbbng tin cua 6ng dl!qc cai t b i ~ n nhl! tbnao?, Trong sdnhimggqi yneu acau hOi 2 cO bao DmeU d l ! ~ tbl}'C m ~ n ?

Thu Ih{ip thOng tin v! qua triOO va xu hUdng mua hang eUo khiich hang 55


64/97

/ BAI TINH HU6NG 2CONG TY THANH I ) ~ T

Hay trii Jm nhfrng cau hOi sau dJ!a vao nhfrng thOng tin frnh hu6ng neu teen:1. KMchhang Clla cOng ty ThanhD'I1 hin nay Ia nhfrng ai? Neu tam quan

t r ~ n g cua m6i W cb hang dOi vm cOng ty.D o a n b n g h i ~ p che Kim Nga cua nha mroc la kMch hang quan trl;mgnhA't hi,n nay cua cong ty Thanh Dl,lt bOi no gop m(lt phAn Ian vaodoanh thucua c6ng ty. H;fp dong da ky da iI,Io doanh thu d1.l' kin lent6i. 2 ty dong m(lt nAm, lam tang gA'p d6i mllc doanh thu nam 1997 cuac6ng ty li t 2 ty dong va cllim m(lt nua pMn gia tAng doanh thu d1.l'kien cho nam1998. H;fp dong nay cling la t i ~ n di! co cae h;fp dongkluic.Caccongty bao bi kluic mua nguyen v ~ t l i ~ u tir cong ty Thanh Dl,lt lacae kMch bang quan trl.mg tiep theo cua cong ty bOi mlrc llfi n h u ~ cao cua cong ty thu duq


65/97

Dft lden thit c({P-ti'! ben ngotH8ao, chi, radio va ti-vi cO t h ~ cung cip th6ng tin nOng h{,i vI! h o ~ ct4)ng cua cac cong ty dA co danh neng va vI! thi truang c noi chung.Queng CM vI! cac sen philm cUa cOng ty rung iii mc)t nguon thong tinquan trf}ng" . /Thu co t h ~ cO thong tin vi! lich sir c6ng ty va ve thi trl1iJng c no;chung.ck co quan nha mroc co th i cung cip th6ng tin h o ~ d4)ng, chinhsach va nkAn sv cUa cOng ty (clAy la mc)t doanh n g h i ~ p nha nm'fc).Internet co t h ~ cu ng cip rAt nhieu thong tin vi! cac sen phAlli, nha senxuAt vii xu Jnr{jng thi truang c he.Cae nguon thtrong co t h ~ cung cip thOng tin tho ve c6ng ty vav e V i ~ N a m .

Dftkiln thit cdp-til ben trongH6 so chUng tlr ban hang cho thliy linh hlnh ban hang cUa cOng tynay.Cac bao cao vi! linh hlnh ban hang cua nhAn v ~ n marketing se chotMy ai la ngllOi cO tilng noi trong quy trinhmua hang va cO t h ~ congcip th6ng tin ve mllc clc) hai I ~ n g cUa cfmg tYv{Jicae sen phAm va dichv ~ c U a c6ng ty Thanh D ~ . Hoa cion cho thfly ciA ban dUClC g1, gill bao n h i ~ u , ngay giao hang vangaythanh toan.Don dl;t hang se cho thtiy cong ty hang g1, khi n80 va ai

. Danh sach giri thu, queng cao t{Ji nhung nhan v ~ t quan trQng trongcOng ty. Thinh thoeng n ~ n giri thong tin gi(Ji t h ~ u vi! cac sen phAm vadich VI1 cUa Thanh D ~ t t(ri doanh n g ~ p che Kim Nga. va giri thu V30nhUng diP d*c b i ~ , nhU giri threp eh6c Tel, cll! dvng va duy tr ihlnh enk tieh evc cUa cong ty Thanh D ~ . Phieu beo hanh cO t h ~ giUp tAng chAt luc,n g cua sen philm.Phieu giem gia cO tM lam tang khoi hrqng hang ban.

Thu t!l4p thOng tin vi qua trlnh va xu huang mua hang eua khiiC/, hiing 57


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67/97

P h ~ I ~ c B - Chu giai T h u ~ t ngliBBan buon (Wholesaling) HOng ban buon, song khOng c6 quyend6i vm hang hmi.Ban hang co rang bu(Jc (Tied selling) M';>t tbOa t h u ~ trong d6 neu ro m';>t nhaban buon trung gian chi co the tra thanh d;;ti Iy d(Jc quyen phan pMi cho san phamclla m.;>t hang khi d6ng thm ciing ban cac san phAro kMc ella cung hang nay.Ban bang gqi y thuyet p h ~ c (Suggestion selling) Khach hang mua nhi nhung san phiim ph,! trq, cac chuangtdnh khuyen mi dia.

Thu th


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Bao hanh (Warranty) Cam k ~ t Clla nguOi oon doi vOi nguOi mua ve v i ~ hQ sech!u trach n h i ~ thay t h ~ nhUng san philm hong h$ hoan wi tien trong m()tkhming thOi gian nMt djnh.Bo tMu (Bid) Trong thj truang cac t6 chuc, khi m()t nha cung ilng v i ~ t thu chaohang cho cong ty co nhu cau mua m()t l o ~ i hang hoa h o ~ c d!ch VI,I.Bien dQng cua cau (Demand vanability) Trong thj tmang cae t6 ehUe, Iii anhhuang ella cau (phai sinh) d ~ n nhu cau ve cae san ph:lm lien quan trong v i ~ sanxullt hang tieu dUng.B i ~ u d6 quan 1y (Control charts) Bieu d6 hieu dien ke't qua h o ~ t d()ng thl!e te' elladoanh n g h i ~ p so vOi tieu ehuAn;quy dinh d ~ t ra.B i ~ u d i ~ n thl,lc hanh (Demonstration) M()t khllu trong qua trlnh oon hang trongdo nhlln vien oon hang thit n g h i ~ m v i ~ e sit dlJng/thl!c hanh ngay tren san phAmtrong qua tnnh giOi t h i ~ u .

cCac-ten (Cartel) M()t hlnh thue cilu ke't cac cong ty de t ~ o the'd()c quyen.Can can thUffilg ml,li (Balance of trade) SI! chenh l ~ h giiIa kim n g ~ c h xulll khauva n h ~ p khau cua m"t qu6c gia.Can can thanh toan (Balance ofpayments) DOng tien fa vao cua m()t qu6c gia.Cong ty quang cao (Advertising agency) Cong ty d()c l ~ p lam cong v i ~ dich VlJhi) trq nguOi muon quang colo trong v i ~ c l ~ p ke' h o ~ c h va thlJC h i ~ n cac chuongmnh quang cao.Cam n h ~ n (Perception) cai ta cam thlly nha cac giac quan.Cam n h ~ n co tinh chqn lqc (Selective perception) SI! nh:).n bier Clla khach hangdoi vOi cac tic nhiln kich thich chi co duqc khi hQ mu6n cam nh:).n chUng.Cam n h ~ n lin y (Subliminal perception) SI! cam nh:).n sAu hon muc nh:).n thuc bengoAi.Cam n h ~ n VI! san phlim (Product positioning) Noi ve cam nh:).n cua nguOi tieudung ve cac rl:).c diem, cong dlJng, cMt luqng, uu va nhuqc diem clla m"t sanpham.Cau (Demand) La yeu cau ve hang hoa cua nguOi tieu dung tren thi truangCau phai sinh (Derived demand) Trong thi truang cong n g h i ~ p , 11\ nhu cau ve sanpham cong n g h i ~ p , co lien quan de'n nhu cau ve san pham tieu dung.

60 Thu th9P 'thong tin ve' qua trinh va xu huCtng mua hang coo khach hiing


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Cam v ~ n (Embargo) ~ n h cam hoan toan v i ~ mua ban mQt IO\li hang hoa nllOdo ho;:ic quan buon ban vm mQt qu6c gia.Chao hang dan Ie (Individual offerings) MQt trong nhiing thimh pMn co ban cuachien hrqc san phAro Mn hqp, chi chao hang mQt san phAm rna tMi.Chao hang ngau nhien (Cold canvassing) GQi d i ~ n chao hang qua d i ~ n t h o ~ tmmQt nhom kh:ich hang ngi1u n h i ~ n ; it mang l ~ i h i ~ u qua va trien vQng.Chi nhanh ban hang (Sales branch) Chi nMnh cua mQt doanh n g h i ~ p san xuoltlam chuc nang kho trung chuyen dieu hang cho tUng khu Yr!c thi truang, chucnang cong v i ~ c tuang tl! vai tro cua mQt nha ban huon dQc l ~ p . Chi phi ban hang tren m(\t dan vi san phlim (Selling expense ratio) M6i quangiiia chi phi ban hang va t6ng san phAm th1!c ban.Chi phi co dinh (Fixed costs) Chi phi kMng phl,l thuQc vao kh6i IU


70/97

Chien Illqc khuech truang san philm (Promotional strategy) Ml,lt phan ttongchien hrqc marketing, lien quan den h o ~ t dQng ban hang tTl!c tiep, quling cao vacac cong cu khuyen m ~ i . Chien 11lC,1C marketing khOng phiin b i ~ t (Undifferentiated marketing) Doanhn g h i ~ p chi san xuAt m9t l o ~ i san phdm va chi ap dVng ml,lt hCm hgp marketing duynhAt de tiep ngum tieu dung.Chien Illqc marketing pMn b i ~ t (Differentiated marketing) kt h o ~ c h marketing khac nhau cho tUng phan d o ~ thi tNang ttong thi truang t6ng the.Chien IIlq"c marketing t r ~ m g dil!m (Concentrated marketing) Kiiu nhu chienlugc marketing phan b i ~ t , doanh n g h i ~ p eh(;m ml,lt pMn d o ~ trong thj truang t6ngthe va danh toan bl> ngu6n IlJc marketing phve vv phan d o ~ thi ttuang do.Chien Illqc pMn phOi (Distribution strategy) Ml>t khau ttong qua trlnh di denquyet dinh marketing. lien quan den v i ~ e quan Iy hang hoa va chQn kenh phAnph6i.Chien IIlq"c san philm (Product strategy) La ml,lt khAu eua quyet dinh marketing,g6m: thiet ke bao bi, ten, thuang h i ~ u , ehinh saeh 000 hanh 000 tti, ehu ky s6ngeua si'm phdm va phat t r i ~ n si'm pharo moi.Chiet khau mua hang (Trade discount) Khoan giam gia cho thanh vien m ~ g phan ph6i h o ~ c ngum mua do dap Ung duqc ml,lt s6 ehUc nang marketing do congty de ra. COn duqc gQi la chiet khAu theo chUc nang.Chiet khau mua hang vOi sO luqng Ian (Quantity discount) Giiirn gia ban khikhach hang mua vOi s6 luqng nhieu. Chiet khllu mua hang co tM ap dVng h o ~ c tten C(/ sa cng d6n (cl>ng dOn luqng mua cua khach hang do ttong ml,lt khoangthm gian nhllt dinh), h o ~ c ITen C(/ sa giam gia ngay cho timg Hin mua (mua Hin naogiam gia Ian do).Chu nghia ngum tieu dung (Consumerism) Ngum lam marketing quan tam d ~ c b i ~ t tUi nhu du va ucrc muon 'cua ngum tieu dung khi h dua ra nhUng quyet dinhmarketing.Chu ky sOng cua san philm (Product life cycle) BAt dau tu khi san pharo ra dmcho tOi khi milt di. Ml,lt chu ky song g6m cac giai d o ~ n : thAm n h ~ p , tang truOng,bao hoa va suy thoai.Chu6i cua hang (Chain stores) T ~ p hgp cac cua hang ban hb cung ml>t M th6ngqulin Iy va ban cung ml,lt l o ~ i san pharo.Chuj{n bi hang (Sorting) cac kenh phan phoi dam 000 duy tti luqng hang tOnkho du de dap Ung nhu cau cua khach hang, bao g6m cae kMu: gom hang. phanl o ~ i hang, chn I'?C hang.

62 Thu thiJp thOng lin viqua trinh va xu huang mua hang eUo klulch hang


71/97

Chinh sach gia (Pricing policy) Chinh sach chung xliy d!p1g tren CC1 sa cac m ~ c tieu gia dii ra. Chinh sach nay duqc sir d ~ n g de dua ra nhfrng quyet dinh tMgia.Chinh sach gia hOt yang sua (Skimming price) Chfnh sach d ~ t gia eao cho sfmpham mm ngay tir khi tham nhl!p thi truOng.Chinh sach gia linh h o ~ t (Flexible pricing) Chinh sach duy trl gia eua mt sanpham lu6n co kha nang dao dng.Chinh sach gia tham n h ~ p (Penetration pricing) U chinh stich gia tip d ~ n g chosan pham mm. Muc gia d ~ t ra luc dau thap hon so vm mue gia hOl:lch dinh lliudhl cho san' pham. Sir d ~ n g chinh sach nay de san ph:lm duqc thi trm'mg cMpn h ~ n va chiem Hnh duqc thi phan.Chinh sach gia theo yang (Zone pricing) Mbi viing se sir d ~ n g mt chfnh sachgia th6ng nhat rieng cho vung do.Chinh sach san xuat hang mau hOng (planned obsolescence) Chfnh sach sanxuat nhfrng san ph:im tu6i th9 nglin, Nha san xu:!t sir dlfng nguyen liu dau VaG resong h9 v:'in kh6ng giam gi


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DDil' l i ~ u tit ben ngoai (External data) Trong nghien eUu marketing, d:l.y Iii dit I i ~ u 1M ea'p, Ia'y tir cae ngu6n thong tin ben ngoai doanh n g h i ~ p . Doanh n g h i ~ p huang VI! ban hang (Selling-oriented businesses) Doanh n g h i ~ p eM tr9ng vao kMu ban hang va chinh saeh khuech truang SID phfun tangdoanh s6.Doanh n g h i ~ p huang VI! khach hang (Customer-oriented businesses) Doanhn g h i ~ p ehu tr,,)Og tm nhu cliu ella kMch hang vii ph6i hqp cae hO\lt di;mg marketingmang sJ! hili long eho kMeh hang.Doanh n g h i ~ p huang vi! san philm (Product-oriented businesses) Oie doanhn g h i ~ p quan t:l.m de'n san xua't han ia nhu diu ella kMeh hang.Doanh n g h i ~ p trung gian (Intermediary) Doanh n g h i ~ p hO\lt di?ng trung giangiita nha san xua't va ngum tieu dung ca nb:l.n hoi,ic ngum tieu dung Ia eac t6 chuc.cac nhil ban Ie vii ban buon co tM duqc xep vao nh6m nay.Doanh n g h i ~ p v ~ n chuY4!n rieng (Private carrier) Doanh n g h i ~ p lam eong tacv ~ n ehuyo!n hang hoa eho m,>t doanh n g h i ~ p duy nMt khac.Doanh thu (Turnover) T6ng doanh thu trong ea nam. Chi s6 doanh thu thuangduqe dung de danh gia h i ~ u qua ban hang.Doanh thu trung blnh (Average revenue) mng tcing doanh thu ehia eho s6luqngsan phfun san xua't. Khi bit'!u d i ~ n tren dO thi, duo-ng doanh thu trung blnh ehinh iadl1ang eAu ella m6i doanh n g h i ~ p . D", bao doanh s6 (Sales forecast) DJ! tinh doanh s6 bilng tien hoi,ie don vi sanphfun se ban dl1qc trong kholmg thm gian xac dinh trong tuong iai. Con s6 naythuang duqc dua ra trong ke hO\lch/ehuang trlnh marketing trong cae dieu k i ~ n giathiet ve yeu t6 kinh te va eae yeu t6 kMe trOllg moi trl1ang hO\lt d,>ng. DJ! bao eotho! ia d6i vai m,>t m ~ t hlmg hoi,ie m,>t nhom mi,it bang.DI! toan thea dau san philm (Fixed sum per unit) Phuang phap pMn hi) ng:l.nquy. trong do ehi phf khueeh tmang SID phiim duqc djnh tmae tren co so eon s6nhitng ky tmac hoi,ie eon s6 uae tfnh.D" tril' an toon (Safety stock) Duy tn tOn kho amuc nMt dinh de dam bi\.o doanhn g h i ~ p khong bi me di?ng m\lllh khi cAu thay d6i va khOng bi rai vao Onh lr\Ing hethang.

64 Thu tfu!.p tilting tin ve'qua trinn. va xu huimg mua hang cua khaL-h hang


73/97

DDanh gia (Qualifying) La mt khau trong qua trinh ban bang de xac dlnh l i ~ u mt ngum mua tiem nang co the tra thanh khach hang kMng.Danh gia t i t ~ m nang (Prospecting) Mt khau trong qua mnh ban hang de tim racac khach bang tiem nang.D ~ i din ban hang (Selling agent) D


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DQng C!1 tieu dung (Motive) Trl,ll1g thai tam Iy khien ngum ta di tOi quyet dinhphai thOa man nhu diu rna hI? cam n h ~ n . DUUng cau (Demand curve) D6 thi phan anh m6i quan giiIa luqng d.u t ~ i m6imuc gia. Day chinh Ia dUt sanpham co ban t ~ i m6i muc gia. No la.dung them mt>t ty 1t san ph1lm nao do).Dinh gia theo chi phi trtlC tiep lien quan (Incremental-cost pricing) Chinh sachdinh gia chi tinh chi phi tfl,fc tiep san xuat ra m,>t san luqng CI,I the.Dinh gia tren chi phi tdng the (Full-cost pricing) Dinh gia tren CO sa toan b,> chiphi de dam bao cong ty bil d:ip dugc tat cii cac chi phi va thu dugc l


75/97

FF.O.B nha may (F.D.B. plant) Gill. hang kh6ng bao g6m bat ky phfchuyen nao. Til v i ~ t t:it la chit Giao t,!-i m,!-n tau. Nguo-i mua phai chiu toan be> phfv ~ n chuyen, con duQt gQi la F.O.B. g6c.F.O.B t=:ti Dha may co Hnh phi V ~ l D chuy.in (F.D.B. plant with freight allowed)Gill giao t,!-i m,!-n tau co tinh them phi v ~ n ehuyen.

GGiMgia ea (Price) Gia Iri lrao d6i eua m(ll hang hoa hOi!.e diehGia cao (Price premium) N ~ u nguo-j tieu dung nhi!.n thuc rflng me>l san phfun naodo co gill. Iri Ian hon so vm cae san phiim tuong II! Iren thi truang thl h se tra giaeao hon eho san phAm do. cae san philm hang h i ~ u Ihuang duqe tra gia eao hon sov6i cae san phAm d,!-i Ira khlie.Gia chuyi!n nhuqng (Transfer pricing) Gia san philm khi no duqe h,!-eh loanchuyen nhuqng til mt lrung tAm I n h u ~ n sang me>l trung tllm Iqi n h u ~ n khlictrong ni b doanh n g h i ~ p . Gia khuech truang (Promotional price) Muc gia nflm trong chien luQt ban hangchung cua doanh n g h i ~ p . Gia lam thi'r (Price lining) Thl!e hanh marketing v6i me>t 86 mue gia nMt dinh.Gia t i I ~ n I (Customary pricing) Gia do I ~ p quan hoi!.e truy6n th6ng dii co til tru6ctren thi truang.Gia tr! gia tang trong qua trinh san xmlt (Value added by manufacturing) St!eMnh I ~ c h giUa gia san phiim khi xuat xUCmg va gia mua nguyen v ~ t l i ~ u va eacchi phi dilu vao kMe.Gia v*n chuyi!n uu dai (Commodity rate) D6i khi duqc gQi la gia di!.c b i ~ t VI dola gia uu diii rna d ~ i Iy v*n chuyen danh cho chu hang khi hQ sir dl!ng thuangxuyen djeh eua mlnh hoi!.c khi v;).n chuyen nhiing 16 hang Ian.Gia thuyet (Hypothesis) Giai thkh mang tinh phOng doan ve m(lt sl! v i ~ c Cl,l the.La tuyen b6 ve m6i lien giiIa eae yeu t6 thay d6i va de Xulll v i ~ kiem ehUngnhfrng m6i l ien h nay.Giam gia tien m ~ t (Cash discount) GiUm gia ne"u thanh toan ngay biing ti6n m ~ t . GiOi h=:tn ve gia (Price limits) DUng tren quan d i ~ m ella nguai tieu dung la sanphiim luon eo gioi h ~ n gia, trong do nhi!.n thfrc ve chill luqng di lien v6i. mbi mue

Thu th(ip thong tin ve qua trinh va xu huang mua hang ella khach himg 67


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gia. Nu gia hang tMp han muc gia giOi h ~ n duai, he.> se cho III san pham nay "quan1:" va nu cao han muc gia giai tren t h l l ~ i hi xem \a "qua dill".

HHet hang (Stock out) Me?t m ~ t hang khong con de ban.Hinh anh clm hang ban Ie (Retail image) Quan ni/?m cua ngum tieu dung vil me?tClm hang va kinh n g h i ~ m mua hang aella hang do.Hang d6i hang (Bartering) Sl! trao d6i hang lily hang, khOng co vai tro tiiln t/?Hang hoa cao cap (Specialty goods) san pharo co nhiing d ~ c tfnh de?c dao rnakhOng phai khach hang nao ciing co the mua duge VI gia dilt, no dugc coi nhuhang d6 hi/?u.Hang hoa hap dan (Impulse goods) san pharo rna khach hang thuang de hi"quyn ru" mua rna khOng kip ciin nhilc kyo Thuang ngum ta hay hlly nhiing hanghoa nay glin quliy thu tiiln de t i ~ n hilp dan ngum tieu dung.Hang hoa t i ~ n d",ng (Convenience goods) Nhiing hang hoa nguai tieu dungmu6n mua thuang xuyen, de dang, nhanh chong nhu siIa, banh my, x1ing dllu.Hang hoa nay thuang la l o ~ i co nhan hi/?u va gia tMp.Hang khuyen m;,li (Premium) San pham mien phi, thuang kern khi mua me?t sanpham naodo.Hang mau phat khOng (Sampling) PMt khong slm philm cho nguai tieu dung dehe.> dung thu, chap n h ~ n v sau do se mua.Hang tieu dung (Consumer goods) Ngum mua se la ngum lieu dung, su d\lnghang hoa do. Hang hoa tieu dung khong phai la san pham trung gian de ph\lC V\leho vi/?e san xuat me?t hang hoa khac.Hanh vi ngum tieu dung (Consumer behavior) Phan ling va nhiing quyt dinheua ngum tieu dung v6 vi/?e mua va su d\lng hang hoa, dich V\l.H;,ln mllc (Quota) M\lc tieu doanh s6 ban hang h o ~ c con s61 n h u ~ n C\l tM rname?t nh1in vien ban hang dl! dinh se phai d ~ t duqc.H ~ n n g ~ c h n h ~ p khiu (Import quota) ch vil s6 lugng m9t chUng l o ~ hanghoa C\l the nao do co the n h ~ p vil.H6 trq khuech truang ban hang (Promotional allowance) V i ~ c nha san xua:t taitrg hO'!-t de?ng quang cao va khuch tfUang ban hang cho cae thanh vien trong kenhphan ph6i nMm ph6i hqp hi/?u qua chin lugc khueh truang san pharo trong tolmbe? kenh ban hang.

68 Thu th{ip thOng tin ve qua tn'nh va xu hUimg mua hang c


77/97

Hon h@ san ph!im (Product mix) San phfun h o ~ e mt nhom san pham dU'Q'C nhllmarketing dU'a ra thi tWOngH9i chQ thmmg m ~ i (Trade fair/trode exhibition) Nhiffig dQt hi ehQ' dU'Q'C t6ehue djnh ky, nm cae eong ty thuc cae nhOm nganh ngM khae nhau mang hangeua mlnh den trU'ng bay giOi t h i ~ u eho ngU'


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KKenh pMn ph6i (Distribution channel) cac dan vi marketing chiu tnich n h i ~ m dieu chuyen quyen sb hihI cua hang hoa/dich Vl.l tit ngum san xullt den nguai tieudiing hol!-c ngum mua trung gian.Ket qua h o ~ t d{lng (Bottom line) M9t b i ~ t ngu (tieng Anh) trong kinh doanh noive thuac do lqi n h u ~ chung cua h o ~ t di)ng kinh doanh.Khai n i ~ m marketing (Marketing concept) Mang I ~ i sl! thoa man cho ngum tieudung biing v i ~ si'm xua't cai rna h mu6n b muc mang l ~ i lqi n h u ~ n . Khau hao (Depreciation) Khai n i ~ m ke toan, tfnh ti trich tit doanh thu hangnam bu vao chi phf mua tai san c6 dinh de xac dinh doanh thu rongcua cong ty.Kho hang dl! tro (Storage warehouse) Kho hang, noi san phlim duqc t ~ p kettruac khi giao. Thtrang duqc dung lam dIng de din dOl cung cau san philm cuadoanh n g h i ~ p . Kho pMn ph6i (Distribution warehouse) Noi slip xep va tai phftn ph6i san phlim.M ~ c dfch clla kho phftn ph6i la nMm t ~ o dieu k i ~ n Iuu c h u y ~ n hang hoa de'n tayngum mua nhanh han chu kh6ng chi lam chuc nang kho chua.Khu vl!c ban hang h ~ n chi (Closed sales territories) Vung ban bang bi gi6ive dia ly thea quy dinh cua nba san xuru dl!-t ra cho nba philn ph6i.Khuecb truang ban bimg (Sales promotion) La h o ~ t di)ng ban bang khOng tTl!ctiep, da d ~ g mi)t Illn va kha dl!-c b i ~ t (khOng phiii quang cao).Khuecb truoog hon h(lp (Promotional mix) Ngum lam marketing sir d ~ n g t6ngthe cac h o ~ t d{lng ban hang tTl!c tiep va khong lrI!c tiep (g6m quang cao, khuyenm')-i, quan c6ng chUng) nMm d')-t duqc m ~ c tieu khuech truang cho san phlim .Khuech truoog san phim (Promotion) Hanh di)ng thOng bao, thuyet p h ~ c gaytac di)ng t6i qua trinh ra quyet dinh mua hang cua ngum tieu dung.Ke h o ~ c h kinh doanh (Business plan) Van ban trong do v ~ c h ra cae bu6c doanhn g h i ~ p clio lam de d ~ t duqc m ~ c tieu kinh doanh cua minh.Ke h o ~ c h marketing (Marketing plan) Van ball v ~ c h fO cach thuc lam the naode doanh n g h i ~ p duqc cac m ~ c tieu marketing.Ke hO!lch tac chien (Tactical planning) Ke ho')-ch thl!c h i ~ n cac hanh d{lng cliothiet de d ~ t duqc ml!c tieu clla doanh n g h i ~ p . Ket thuc ban hang (Closing) Mqt khau trong qua trinh ban hang khi ngum banhOi l i ~ u khach hang co the mua hang t h ~ t sl! hay khOng.

70 Thu t h ~ p thOng tin vi qua trinh va xu huimg mua hang ella kMch hang


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K i ~ m djnh ket qua ban tl1Jc tiep (Direct-sale results test) M{>t c6ng C\l do IUOngh i ~ u qua clla cac chi tieu khu&:h tnrang san phllm, biing cach kiem dinh mucdoanh thu gia tang tren mt dan vi chi tieu.Ky t h u ~ t ban himg gia cao (Selling up) Ky t h u ~ t thuyet ph\lc kMch hang muamt m ~ t hang gia cao han so v6i m ~ t hang ban dilu dinh mua.LLuang (Salary) Khoan tien thanh toan c6 dinh dinh ky cho can b{> c6ng nhan vienke d nhan vien ban hang.

phat (Inflation) Sl,I tang mac gia chung diin den giam sac mua clla ngumtieu dung.L ~ p ke hOl.lch (Planning) D1,I tfnh cac hOl1-t dng trong tuang lai de d ~ t duqcnhUng m\lc tieu doanh n g h i ~ p de fa.L ~ p k hOl.lch chien IUqc (Strategic planning) Qua tfinh xac dinh cac m\lc tieuco ban clla doanh n g h i ~ p , pMn b6 nguOn ll,IC va thl,Ic h i ~ n thea nhUng buac Vl1-chsan de d\lt duqc nhUng ml}c tieu do.Linh hOl.lt ve gia (Price flexibility) Chfnh sach duy tTl mac gia co dng eho mtsan phlim tren thi trU v i ~ e san xullt nhUng san phlim phI}ra khOi day ehuyen san xullt.

Thu th(ip th


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MMoi truimg c ~ n h tranh (Competitive environment) Qua trlnh ec;> sat xay ra t r ~ n thi truimg.Moi truimg chinh tr! vii phap ly (Political and legal environment) La m';t bl>p h ~ n eua mili truUng marketing, gOmcac l u ~ t va cae th6ng Itr hUOng dan h i ~ n hanh tl!-i qu6e gia rna doanh n g h i ~ p dang co hOl!-t d';ng kinh doanh.M a ~ t h u ~ n ve n h ~ n thue (Cognitive dissonance) SI! 10 liing tmoc khi di denquyet djnh mua hang, xay ra khi trong bim than quan n i ~ m cua nguai mua (kienthuc, tin nguOng, thai d.;) co mau thulin.Ma v ~ e h quoc te eua san phl1m (Universal product code) Mll vl!-ch d ~ c b i ~ t t r ~ n hang hoa, chi co the dung may quet quang hc;>c de dc. May quet qua th6ngmay tfnh co t h ~ in t ~ n sim phlim va gia fa hoa dcrn ban Mng dOng thai tl! d9ngngay I ~ p tuc vao danh m,!c h ~ m g ban trong bao cao ban h o ~ c xuat himg.Marketing c:i nhan (Person marketing) Nhiing h o ~ t d';ng marketing thu hutsl! quan tam ehu y va tranh thu cam tlnh cua c6ng chUng vOi m';! ca nhan nao do.Gic U'ng cir v i ~ n chinh tr! va cac nhan v ~ t n6i tieng thuang sir d,!ng chinh sachnay.Marketing lui (Demarketing) Cac hOl!-t dng nhAm ct.t giam nhu cau l i ~ u dungsan phlim tren thi trtrang xu6ng tOi muc hgp Iy de doanh n g h i ~ p co the san xuat vadapU'ng kip.Marketing thit n g h i ~ m (Test marketing) Chn m()! khu Vl!c C,! the ho*c mtdo


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Mau ngau nhien h(! thong (Systematic sample) Mau xac su1ft 11fy t1ft cii cac v ~ t co s6 thu t1,r N tTOng mt danh sachMau phan t6 (Stratified sample) Mau xac xuat duge chn h,ra sao cho m6i khichn mllu ngllu nhien amt nhom san phAm nao do no se d ~ i d i ~ n duge cho tdngmau

Mau ti(!n dl,lDg (Convenience sample), Ml'iu chn khOng ngl'iu nhien tll nhiingnguoi san sang tra Uri.Ml,IC tieu clla chinh sach gia (Pricing objectives) Ml,lc tieu rna cong ty mu6n d ~ t dugc thong qua v i ~ c ap dl,lng cac chinh sach gia.Ml,Ic tieu duy tri (Status quo objectives) Mt philn tTOng chien luge gia, ml,lc tieucua no la duy trl mt muc gia ban 6n djnh.NNganh dich vl,I (Tertiary industries) Nganh kinh doanh djch Vl,l.Nganh thl1011g (Trade industries) cac t6 chuc, vi dl,l nhu cac nha ban buonva ban Ie, mua hang d


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Ngllm phI! trach san phim (Product manager) Nguoi dUng ra quan Iy m'lt h o ~ c m'lt nh6m san pMm. Nguo do holm toan chju tnich n h i ~ m ve v i ~ c xac djnh ml,lctieu va I ~ p chien hrqc marketing.Ngllm tieu dung tien phong (Consumer innovator) Ngum tieu dung dau tien cuam ~ t san pham h o ~ c djch Vl,I mm.Nghien c n mang tfnh khai ph3 (Exploratory research) Die nghien cUu nhilmgiup ngum ta h i ~ u ky, sau hoo nua cac van de xay ra, tim hi6u nguyen nhiln vanhilng anh huang.Nghien cUu ve kh:i nllng cung dip (Supply study) PhOng van ngum tieu dung deco duqc nhiing tMng tin ve thai d ~ , n h ~ n xet, d ~ n g Cff mua hang cua hQ. llurangduqc thl!e h i ~ n dum ba hlnh thUc: phung van qua d i ~ n tho


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Nhan h i ~ u quac gia (National brands) Quy djnh bOi nha sim xuilt. Tren thl!c tedoi khi ngum ta gi no la nhan h i ~ u clla nguoi slm xuilt.Nhan h i ~ u rieng (Private brand) M(lt nhom cac san pham dU


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Philn dO\ln theo yeu to dja Iy (Geographic segmentation) Chia dan s6 theo tieuchi cling khu Vl/c.Philn phOi dQc quyen (Exclusive distribution) Phan ph6i c6 dnh bel suc c h ~ n I ~ , nha san xual c h ~ n m ~ t nha ban bu6n h o ~ c ban Ie M trao toan q u y ~ n v i ~ ban san pha'm t,!-i m ~ t vung/khu Vl/C xac djnh.Philn phoi co tinh chqn Iqc (Selective di5tribution) Sir dl,mg m ~ n g Ium ban IecM, c6 tfnh c h ~ n I ~ c de pha.n phoi san pharo cua minh.Philn tich d i ~ m hoa von (Break-even analysis) Qua trlnh danh gia lqi n h u ~ n thuve, vm cac muc gia h,ra ch(:m.Philn tich d i ~ m hoa von k i ~ u mm (Modified breakeven analysis) Ky t h u ~ t xa.ydgng chfnh sach gia tren ceJ so kel hgp m6 hlnh philn tfch diem hoa von kieut r u y ~ n thong voi v i ~ c danh gia nhu d.u lieu dung.Philn tich ket qua ban hang (Sales analysis) Nghien coo cac s6 liu nQi bQv i ~ c ban hang, thea do c6 philn tfeh chi tiet titng cau phllnM c6 dugc nhling tMnglin hOO feh hon.Philn tich xu the (Trend analysis) Phuong phap uac tfnh doanh so thl!c hin trenC(f sa philn tfeh cac soliu thong ke doanh so thu dugc trong thoi gian truOc d6.Phuong phll.p tOng chi phi (Total-cost approach) Tinh tOng chi phi clla toancac khoan m ~ c chi phi cua h th6ng phan ph6i chu kMng tach rieng titng khoan.Phan ung (Response) Phan ling clia ngum tieu dung doi vm mQt yeu t6 tac dQngh o ~ c m ~ t d(mg ceJ.Phong van thao l u ~ n theo nhom (Focus group interview) Nghien coo marketingthu t h ~ p thOng tin tren C(f sa ph6ng vAn thao l u ~ thea nh6m g6m tir 8 den 12ca nhan t,!-i cung m ~ t khu Vl/c, theo cung m ~ t chU de,.Phan tram t6ng lqi n h u ~ n (Gross margin percentage) Phuong phap danh giacho biet phlln tram doanh thu bU dap dugc chi phf va mang l ~ i 19i n h u ~ sau khi diitm chi phi san xuat ra lugng san pharo ban ra trong m ~ t thm gian xac djnh.Phieu giam gia (Coupon) La c6ng Cl} khuech truong san philm, thuo-ng dugc t ~ n g cho ngum muaM n h ~ n dugc giii.m ghi cho hln mua tiep sau.

QQua trinh chap n h ~ n (Adoption process) M ~ t lO'!-t cac quyet djnh kMc nhau cuakhach hang d6i voi m ~ t san pham moL Qua trinh chap n h ~ n cua khach hang g6mcac buOc Cl} tM sau: n h ~ n biet sl! c6 m ~ t cua san pham, quan tam, danh gill, dungthu va chap n h ~ n .

76 Thu thqp thbng tin ve' qua trinh va xu huang mua hang cUa khfu-h hang


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Qua trinh ph6 bien san ph;lm mm (Diffusion process) Nha do rna mi?t sanphiim se duqc ngum t i ~ u dung trong mi?t nh6m ci?ng d6ng chap n h ~ n . Qua trinh trao d6i (Exchange process) Qua trlnh hai Mn trao d6i mi?t thu gl doco gia trj diE cung thoa man nhu cau eua mlnh.Quang cao (Advertising) Gi& thi?u ve san phiim eho m';'t lugng khaeh hang tiemnang IOn thong qua cae phuang ti?n thong tin d,!-i chung diE h b i ~ t va mua hangcua mlnh.Quang cao ban Ie (Retail advertising) Quang cao ban hang trI!c tip t,!-i cae ei"rahimg ban Ie.Quang cao c(ing mc (Cooperative advertising) Chi phi cho chuang trlnh quangcao do ngum ban hang va nha san xuat cung chju.Quang cao ch6 (Point-of-purchase advertising) Sir dung hlnh anh tuyentruyen va trlnh dien diE khuech tmang san phllm vao thai dil!m va t,!-i dja diiEm glinlien vui quyt djnh mua hang cua khach.Quang cao so sanh (Comparative advertising) Thuyet phlfC kMch hang mua simpMm biing cach so sanh vrn mi?t san phAm cung 10,!-i cua d6i thu c'.'l1h tranh.Quang cao tren do dung (Specialty advertising) Quang cao tMng qua nhling dodung co in t ~ n tu6i, dja chi nai san xuat va thong di?p quang cao, thuang duqc intren cac san phiim nhuljch, bUt, Ijch thi dau thl! thao.Quang cao thong tin ve san ph!im (Informative product advertising) Qulmg caodl! t ~ o nhu cau ban dau m';'t san philm.Quan oong chung (Public relations) Quan hI! cua doanh nghip vrn ci?ngd6ng trong do co khach hang, nM cung ling, c6 dong, nhAn vien, chinh quyen, caet6 ehUe xii Mi.Quan cong chung (Publicity) Mi?t philn elm quan c.;.ng d6ng l i ~ n quan denkhuch tmang san phAm ftoi!-c djeh Vl,l cua doanh n g h i ~ p . Quay vong d" tru (Stock turnover) S6liin quay vang mi?t Il1l?'I1g dl! trii binh quAntrong nam.Quy cach ph:'im cMit (Specifications) Mo til bAng van blm vI! mi?t san phffm haydich Vl,l rna doanh n g h i ~ p dn. Nguai dau thau tiem nang se can cu vllO do diE xeml i ~ u minh co slm xu:ft/ cung cap sim phfun/djch Vl,l do duqc khong r6i mui quytdjnh tham gia bO thilu.Quyen cua nguOi tieu dung (Consumer rights) Quyen duqc an toan khi sir dlfngsan phAm, quyen duqc thong bao, quyen duge ehc;m Il!a va quyen duqc gop y.

Thu thtJp thOng tin w! qua trink wi xu huimg mua hang cua khtich hang 77


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sSim philm (Product) La mt t ~ p hqp cac dij.c diem v ~ t ly, djch bieu tnmg dethoa man nhu cau cua con ngll'oLSan phllm cimg 10l,li (Generic product) Do an hoii-c do gia d\!ng kh6ng co tentu6i r i ~ n g , khong quang c a ~ , kh6ng nhan hil?u.San phllm hifu hinh (Tangible products) La san phfun v ~ t chat, ehu kh6ng pMidjeh nhll' tll' van phap l u ~ t , djeh y t.San philm the cM (Cannibalizing) san phfun the eM san phfun khac eung domt hang san xuat.San philm c6ng n g h i ~ p (Industrial goods) Hang hoa dugc sir d\lng tn!c tip hoij.egian tiep lam nguyen lit?u dAu vao cho vit?c san xuat mt IO!li hang hoa khae.San philm vo hinh (Intangible products) La san phfun dich nhu tll' van l u ~ t pMp, kMm ~ n h . San xuat don dau (Speculative production) san xuat can cu tren co sa dl! doaneua nba quan ly ve nhu diu wang lai tren thi tfUang cua l o ~ i san phAm nay. sanphfun dugc san xuat tmac khi cO dan d ~ t hang.Sinh thai hQc (Ecology) M6i quan hI? giua con ngll'm vOi moi truang.So sanh chuoi san philm - djch V\l (Goods-services continuum) Plmang phapInnh hay cae dij.c diem gi6ng vit khac nhau giiia cac san phfun va djch V\!.

TTai sir d\lng (Recycling) Tai sir d\!ng chiing h!ln nhu d6i v&i hao hI. Qua Irinh nityt ~ o nguon nguyen l i ~ u dau van mOi va XU Iy duqc mt tac nMn quan tn;mg gay 0nhiem moi trll'ang.Tai san von (Capital items) Nhiing tai san lau ben co thm gian kM'u hao dai.Tl,Io danh tieng (Prestige goals) Nlim trong chien luqc v6 gia. Djnh gia ban 6mUc caoM t ~ o cho ngum lieu dung an wqng san philm lit 10':li co danh tieng hoii-cco chat Ill'qng cao.T6ng dieu tra (Census) 11m t h ~ p dii li/?u marketing tu tat ell cae nguon.T6ng hQ"p h!c Iuqng ban hang (Sales force composite) Phll'ang phap dl! doandoanh s6 ban bang tren CO sa t6ng hqp doanh s6 ban hang dl! Hnh eua lat ell l,!cIll'qng ban hitng trong cong ty.

78 Thu thtJp thong tin vi' qua frinh va xu huang mua hang cUa kJuich hang


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Ten nhan h i ~ u (Brand name) Mt philn trong nhan hiu g6m tii' h o ~ c chii llimntn ttn de xac d!nh va pMn bit san phlim clla doanh nghip v6i d6i thll c ~ h tranh. DAy chinh la philn the hin dtt

Thu thw> thong lin v i qua trinh va xu huang mua hilng ella khach hang 79


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Thiet ke chul1Ilg trinh nghien cti'u thi truc'mg (Research design) XAy dl!'lg m?tke ho

8/9/2019 Thu Thp Thng T

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